Social networking interactions with portions of digital videos

ABSTRACT

The present disclosure is directed toward systems and methods for interacting with portions of digital video within a social networking system. For example, systems and methods described herein enable a user to select a portion of a digital video and share or like just the portion of the digital video, rather than the entire digital video. The present disclosure is also directed toward systems and methods for identifying viral portions of a digital video within a social networking system. For example, systems and methods described herein analyze social networking activity related to portions of a particular digital video to identify one or more viral portions of the digital video. In response to identifying one or more viral portions, systems and methods provide an indication of, or otherwise share, the one or more viral portions during playback of the digital video.

CROSS REFERENCE TO RELATED APPLICATIONS

N/A

BACKGROUND

1. Technical Field

One or more embodiments disclosed herein relate generally to a socialnetworking system. More specifically, one or more embodiments disclosedherein relate to sharing videos over a social networking system.

2. Background and Relevant Art

Online video watching is an increasingly popular pastime among Internetusers. For example, users frequently go online to watch movies, TVepisodes, news and weather reports, and other types of video clips.Thus, users can watch video online via web-enabled televisions, smartphones, tablets, smart wearables, etc.

As watching videos online becomes more popular, it has also becomeincreasingly common for users to share videos via a social networkingsystem. For instance, in response to watching a humorous video online, asocial networking system user may wish to bring the humorous video tothe attention of friends, family members, and/or acquaintances.Accordingly, social networking systems typically provide one or moremechanisms by which the user can share the humorous video with othersocial networking system users who are associated with the user (e.g.,“friends”). For example, in response to the user selecting an option toshare a video, the social networking system can add a link or videoplayer control to the newsfeeds of the user's friends, such that theuser's friends can view the video as well.

When sharing videos via a social networking system, however, userstypically encounter various problems. For example, a video sharer mayonly want to share a particular portion or segment of a video with hissocial networking system friends, rather than having them watch theentire video. In order to point out only a portion of a video, the videosharer typically adds instructions to the video (e.g., via a comment ortag) that state a timestamp within the video where other users shouldbegin watching the video (e.g., “Hey, the funny part starts at about 2minutes in!”). Thus, in order to watch the indicated portion, the videosharer's friends must scroll through the video to the right timestamp.This extra hassle frequently deters the video sharer's friends fromwatching the video at all.

In some cases, a video sharer may attempt to edit the video in order toextract only a portion of the video to share via a social networkingsystem. This approach is also problematic for various reasons. Forexample, video-editing software is typically expensive and requires alarge amount of resources to run successfully. Additionally, editingvideos may run the video sharer afoul of various copyright standards.

Further problems arise with regard to “viral” videos. For example, aviral video is one that has become extremely popular and is frequentlyviewed by Internet users. A social networking system user may wish toshare a popular video that has become viral with his friends via asocial networking system, when only a portion of the viral video istruly what watchers are interested in seeing. When the user's socialnetworking friends watch the viral video, they generally have noindication of what portion of the video that has made the video popularenough to become viral. Thus, the user's social networking friendstypically watch the entire video when only a portion of the video is thereason the video has become viral, which is a waste of time.Alternatively, the user's social networking friends may skip the videoaltogether.

Thus, there are several disadvantages to current methods for sharingvideos via a social networking system.

SUMMARY

One or more embodiments described herein provide benefits and/or solveone or more of the foregoing or other problems in the art with systemsand methods for sharing portions of videos via a social networkingsystem. One or more embodiments described herein include systems andmethods for sharing portions of videos by enabling a user to select aportion of a video that the user would like to share with one or moreco-users via the social networking system. Thus, rather than having topoint out a timestamp within the video that co-users should scroll to,the user can select the exact portion of the video that co-users shouldwatch.

Additionally, one or more embodiments described herein include systemsand methods for indicating viral portions of popular videos. Forexample, systems and methods described herein track the most-sharedportions of a particular video in order to identify a viral portion ofthe video. Thus, when social networking system users watch the viralvideo, systems and methods described herein provide an indication of themost popular portion or portions of the viral video. In this way, socialnetworking system users are spared the hassle of watching a long videowhen only a portion of that video is truly viral.

Additional features and advantages of the present application will beset forth in the description which follows, and in part will be obviousfrom the description, or may be learned by the practice of suchexemplary embodiments. The features and advantages of such embodimentsmay be realized and obtained by means of the instruments andcombinations particularly pointed out in the appended claims. These andother features will become more fully apparent from the followingdescription and appended claims, or may be learned by the practice ofsuch exemplary embodiments as set forth hereinafter.

BRIEF DESCRIPTION OF THE DRAWINGS

In order to describe the manner in which the above recited and otheradvantages and features can be obtained, a more particular descriptionof the aspects of one or more embodiments briefly described above willbe rendered by reference to specific embodiments thereof that areillustrated in the appended drawings. It should be noted that thefigures are not drawn to scale, and that elements of similar structureor function are generally represented by like reference numerals forillustrative purposes throughout the figures. Understanding that thesedrawings depict only typical embodiments and are not therefore to beconsidered to be limiting of scope, one or more embodiments will bedescribed and explained with additional specificity and detail throughthe use of the accompanying drawings in which:

FIG. 1 illustrates a detailed schematic diagram of a video managementsystem in accordance with one or more embodiments;

FIG. 2 illustrates a block diagram of an environment for implementingthe video management system of FIG. 1 in accordance with one or moreembodiments;

FIGS. 3A-3F illustrate a series of user interfaces in connection withthe video management system that show the process by which a userselects and shares a portion of a digital video in accordance with oneor more embodiments;

FIGS. 4A-4B illustrate a series of user interfaces in connection withthe video management system that show the process by which a viralportion of a digital video is indicated in accordance with one or moreembodiments;

FIG. 5 illustrates a flowchart of a series of acts in a method ofselecting and sharing one or more portions of a digital video via asocial networking system in accordance with one or more embodiments;

FIG. 6 illustrates a flowchart of a series of acts in a method ofidentifying one or more viral portions of a digital video via a socialnetworking system in accordance with one or more embodiments;

FIG. 7 illustrates a block diagram of an exemplary computing device inaccordance with one or more embodiments;

FIG. 8 is an example network environment of a social networking systemin accordance with one or more embodiments; and

FIG. 9 illustrates a social graph in accordance with one or moreembodiments.

DETAILED DESCRIPTION

One or more embodiments described herein provide benefits and/or solveone or more of the foregoing or other problems in the art with systemsand methods for sharing videos via a social networking system. Forexample, the video management system of one or more embodimentsdescribed herein can enable a user to select a portion of a video toshare with other users via a social networking system. Similarly, thevideo management system of one or more embodiments described herein cantrack frequently shared portions of a particular video within the socialnetworking system in order to identify a portion of the particular videothat has become viral.

To illustrate, in response to a social networking system user indicatinga desire to “like” and/or “share” a particular video among otherassociated social networking system users, the video management systemprovides editing controls that allow the user to select a specificportion of the particular video. For example, in at least oneembodiment, the editing controls provided by the video management systemare timeline handles that allow the user to drag a starting timelinehandle to the point in a video timeline at which the specific portion ofthe video begins, and to drag an ending timeline handle to the point inthe video timeline at which the specific portion of the video ends.

In response to a user selecting a specific portion of the particularvideo, the video management system generates a video file layer thatindicates the starting and ending points of the specific portion withinthe particular video. In one or more embodiments, the social networkingsystem adds the particular video to the newsfeeds of the user's socialnetworking system “friends” (e.g., associated co-users) along with thevideo file layer such that the particular video auto-plays the specificportion selected by the user in the newsfeeds of the user's friends.Thus, the user's friends can see the selected portion right away withouthaving to watch the entire video, or manually scroll to a particulartimestamp within the video.

Furthermore, in one or more embodiments, the video management systemtracks all social networking system activity associated with aparticular video in order to identify a viral portion or portions of theparticular video. For example, the video management system can track all“likes” and “shares” associated with various portions of the video inorder to identify the most liked and/or shared video portion(s). Thevideo management system may determine that a number of likes and/orshares associated with a particular video portion exceeds a thresholdamount to qualify the video portion as a “viral portion.” Additionally,the video management system can analyze all video file layers associatedwith a particular video in order to identify one or more portions of thevideo that have been shared and/or liked by a threshold number of socialnetworking system users and are thus “viral.” In at least oneembodiment, after identifying one or more viral portions of a particularvideo, the video management system indicates the viral portion of thevideo every time a social networking system user plays the video.

As used herein, the term “social networking system” refers to a systemthat supports and enables on-line communication, input, interaction,content-sharing, and collaboration between users. A user of the socialnetworking system can have one or more “friends” via the socialnetworking system. As used herein, the term “friend” refers to a co-userassociated with a user via the social networking system (i.e., a contactor connection within a user's social network).

As mentioned above, the social networking system can monitor socialnetworking system activity to identify a portion of a video that asocial networking system user wishes to like and/or share. Similarly,the social networking system can monitor social networking systemactivity to determine that a portion of a video has become viral. Asused herein, “social networking system activity” refers to aninteraction between a social networking system user and the socialnetworking system. For example, the social networking system providesvarious input controls that allow a user to comment on a post within anewsfeed, to “like” (e.g., indicate agreement with or support for) apost within a newsfeed, to share a post, article, video, etc. with othersocial networking system users, to read an article or play a videoshared by another social networking system user, and so forth. Also asused herein, a digital video is considered “viral” when it has beencirculated and viewed rapidly and widely among a threshold number ofsocial networking system users, in accordance with one or morepre-determined thresholds and/or heuristics.

FIG. 1 illustrates a schematic diagram illustrating an exampleembodiment of a video management system 100 (or simply “system 100”). Asshown in FIG. 1, the system 100 may include various components forperforming the processes and features described herein. For example, asshown in FIG. 1, the system 100 may include, but is not limited to, oneor more server devices 102, a social networking system 104, a videomanager 106, and at least one client computing device 128. The videomanager 106 can include, but is not limited to, a social network systemactivity manager 108, a video layer manager 110, a viral video portionmanager 112, a social networking system communication manager 114, and adata storage 116, which includes social networking system activity data118 and video data 120. The social networking system 104 may alsoinclude a social graph 122, which includes node information 124 and edgeinformation 126. The client computing device 128 can include a socialnetworking application 130, which includes a display manager 132 and auser input detector 134.

The social networking system 104, each of the components 108-122, andeach of the components 132-134 of the social networking application 130can be implemented using a computing device including at least oneprocessor executing instructions that cause the system 100 to performthe processes described herein. In some embodiments, the components102-134 can be implemented by a single server device 102, or acrossmultiple server devices 102. Additionally or alternatively, acombination of one or more server devices and one or more client devices(e.g., client computing device 128) can implement the components102-134. Furthermore, in one embodiment, the components 102-134 cancomprise hardware, such as a special-purpose processing device toperform a certain function. Additionally or alternatively, thecomponents 102-134 can comprise a combination of computer-executableinstructions and hardware.

In one or more embodiments, the social networking application 130 can bea native application installed on the client computing device 128. Forexample, the social networking application 130 may be a mobileapplication that installs and runs on a mobile device, such as a smartphone or a tablet. Alternatively, the social networking application 130can be a desktop application, widget, or other form of a native computerprogram. Alternatively, the social networking application 130 may be aremote application accessed by the client computing device 128. Forexample, the social networking application 130 may be a web applicationthat is executed within a web browser of the client computing device128.

As mentioned above, and as shown in FIG. 1, the social networkingapplication 130 can include a graphical user interface (or simply “GUI”)manager 132. The GUI manager 132 can provide, manage, and/or control agraphical user interface (or simply “user interface”) that allows a userto compose, view, and submit electronic messages, social networkingsystem posts, digital videos, and/or other content. Furthermore, the GUImanager 132 can provide a user interface that facilitates display ofdigital videos. Likewise, the GUI manager 132 can provide a userinterface that facilitates the display of a social networking systemuser's newsfeed or wall.

More specifically, the GUI manager 132 can facilitate the display of auser interface (e.g., by way of a display device associated with theclient computing device 128). For example, the GUI manager 132 maycompose the user interface of a plurality of graphical components,objects, and/or elements that allow a user to compose, send, and receiveelectronic messages, social networking system posts, etc. Moreparticularly, the GUI manager 132 may direct the client computing device128 to display a group of graphical components, objects, and/or elementsthat enable a user to view social networking system posts, digitalvideos, etc.

In addition, the GUI manager 132 may direct the client computing device128 to display one or more graphical objects, controls, applications, orelements that facilitate user input for composing and sending posts,and/or viewing digital videos and other digital media. To illustrate,the GUI manager 132 may provide a user interface that allows a user toprovide user input to the social networking application 130. Forexample, the GUI manager 132 can provide one or more user interfacesthat allow a user to input one or more types of content into a socialnetworking system post, an electronic message, etc. As used herein,“content” refers to any data or information to be included as part of asocial networking system post, message, comment, etc. For example, theterm “content” will be used herein to generally describe text, images,applications, digital media (e.g., digital videos), files, locationinformation, or any other data that can be included as part of a socialnetworking system post, message, comment, etc.

One example of an application provided by the GUI manager 132 is a videoapplication. For instance, the GUI manager 132 can provide a videoapplication that allows a user to watch and otherwise interact with adigital video (e.g., a digital video available through the socialnetworking system 104). In one or more embodiments, the videoapplication provided by the GUI manager 132 includes one or morecontrols that allow a user to control playback of a digital video, likeor share a digital video, comment on a digital video, select one or moreportions of a video, and receive an indication of one or more viralportions of a video. In at least one embodiment, the GUI manager 132 canprovide the video application in a standalone window. In additional oralternative embodiments, the GUI manager 132 can embed the videoapplication in a newsfeed of a social networking system user such thatthe video application provides a video preview window within a post inthe newsfeed of the social networking system user.

The GUI manager 132 can also facilitate the input of text or other datato be included in a social networking system post, message, comment,etc. For example, the GUI manager 132 can provide a user interface thatincludes a touch display keyboard or any other touch-responsivegraphical elements. A user can interact with the touch display keyboardusing one or more touch gestures to input text or other types of inputto be included in a social networking system post, message, or comment.In addition to text, the user interface including the touch displaykeyboard can facilitate the input of various other characters, symbols,icons, or other information.

Furthermore, the GUI manager 132 can provide and transition between twoor more graphical user interfaces. For example, in one embodiment, theGUI manager 132 can provide a newsfeed to a social networking systemuser containing one or more social networking system posts from co-usersassociated with the user via the social networking system. Later, inresponse to detected input from the user, the GUI manager 132 cantransition to a second graphical user interface that includes a videoapplication for viewing a digital video.

As further illustrated in FIG. 1, the social networking application 130can include a user input detector 134. In one or more embodiments, theuser input detector 134 can detect, receive, and/or facilitate userinput in any suitable manner. In some examples, the user input detector134 can detect one or more user interactions with respect to the userinterface. As referred to herein, a “user interaction” means a singleinteraction, or combination or interactions, received from a user by wayof one or more input devices.

For example, the user input detector 134 can detect a user interactionfrom a keyboard, mouse, touch pad, touch screen, and/or any other inputdevice. In the event the client computing device 128 includes a touchscreen, the user input detector 134 can detect one or more touchgestures (e.g., swipe gestures, tap gestures, pinch gestures, or reversepinch gestures) from a user that forms a user interaction. In someexamples, a user can provide the touch gestures in relation to and/ordirected at one or more graphical objects or graphical elements of auser interface.

The user input detector 134 may additionally, or alternatively, receivedata representative of a user interaction. For example, the user inputdetector 134 may receive one or more user configurable parameters from auser, one or more user commands from the user, and/or any other suitableuser input. The user input detector 134 may receive input data from oneor more components of the social networking system, or from one or moreremote locations.

The social networking application 130 can perform one or more functionsin response to the user input detector 134 detecting user input and/orreceiving other data. Generally, a user can control, navigate within,and otherwise use the social networking application 130 by providing oneor more user inputs that the user input detector 134 can detect. Forexample, in response to the user input detector 134 detecting userinput, one or more components of the social networking application 130allow a user to select a recipient for a message, compose a message,select content to include in a message, and/or send a message to therecipient. Additionally, in response to the user input detector 134detecting user input, one or more components of the social networkingapplication 130 allow a user to navigate through one or more userinterfaces to review electronic messages, view and share digital videos,etc.

As illustrated in FIG. 1, the video management system 100 can includethe social networking system 104 hosted by the server device 102. Thesocial networking system 104 can provide social networking system posts(whether text or otherwise) to a graphical user interface (e.g., aprofile, a newsfeed, or “wall”) of one or more users of the socialnetworking system 104. For example, one or more embodiments may presenta user with a social networking system newsfeed. In one or moreembodiments, the user may scroll through the social networking systemnewsfeed in order to view recent social networking system postssubmitted by the one or more co-users associated with the user via thesocial networking system 104. In one embodiment, the social networkingsystem 104 may organize the social networking system postsgeographically, by interest groups, according to a relationshipcoefficient between the user and the co-user, etc. Additionally, in oneor more embodiments, the user may download content from the newsfeed andthe social networking system posts displayed therein.

Additionally, in one embodiment, the social networking system 104 cantransmit social networking system posts between users. For example, inresponse to a user submitting a social networking system post to thesocial networking system 104, the social networking system 104 canupdate the social networking system newsfeeds of the co-users who are“friends” with the user to include the submitted social networkingsystem post. Accordingly, over time, the social networking system 104fills the newsfeed of a particular social networking system user withthe posts (e.g., including shared content such as shared videos)submitted by the user's friends.

As mentioned above, and as illustrated in FIG. 1, the social networkingsystem 104 further includes the video manager 106. In one or moreembodiments, and as will be discussed in further detail below, the videomanager 106 monitors and manages activity within the social networkingsystem 104 related to digital videos. The video manager 106 alsoincludes a social networking system activity manager 108, which in turncan communicate with the social networking system 104 to receive varioustypes of information. In one or more embodiments, the social networkingsystem activity manager 108 can receive information related to actionsperformed by social networking system users, as well as informationrelated to the social networking system users.

For example, the social networking system activity manager 108 canreceive information related to the social networking system activitiesengaged in by one or more social networking system users. To illustrate,a social networking system user may click links, “like” posts, addcomments, view digital media, etc. Accordingly, the social networkingsystem activity manager 108 can receive, monitor, and track informationrelated to any and all social networking system activities performed bya social networking system user. In one or more embodiments, the socialnetworking system activity manager 108 can identify the content ofposts, electronic messages, and comments, as well as any structured dataassociated with a post, electronic message, comment, etc.

Furthermore, the social networking system activity manager 108 canreceive information related to digital video interactions engaged in byone or more social networking system users. For example, as mentionedabove, social networking system users can watch, share, and selectportions of digital videos via the social networking system 104 and thesocial networking application 130, as will be explained in more detailbelow. Accordingly, the social networking system activity manager 108can receive, monitor, and track information related to any digital videointeractions performed by a social networking system user.

As mentioned above, the social networking system activity manager 108can receive information related to a social networking system userincluding demographic information associated with the user. In one ormore embodiments, a user's demographic information can include, but isnot limited to, the user's gender, age, education, location, hometown,birthday, employment, salary, family and romantic relationships, and soforth. Additionally, the user's demographic information can be relatedto the user's personal interests (e.g., favorite books, movies,restaurants, etc.). The social networking system activity manager 108can identify this information through an analysis of the user's socialnetworking system profile, account information, or via other socialnetworking system activities in which the user engages.

As mentioned above, and as illustrated in FIG. 1, the video manager 106also includes a video layer manager 110. As discussed above, the videomanagement system 100 enables a social networking system user to selecta portion of a particular video to like and/or share with one or morefriends. Accordingly, in one or more embodiments, the video manager 106detects the user's selection of a portion of the particular video. Forexample, in response to the user indicating a desire to select a portionof a video, the GUI manager 132 of the social networking application 130can provide a video application including at least two timeline handlesthat allow the user to indicate a starting timestamp and an endingtimestamp of the selected portion. In one or more embodiments, the videolayer manager 110 detects the user's positioning of the timelinehandles, and identifies the starting timestamp and ending timestamp ofthe selected video portion. In additional embodiments, the video layermanager 110 can provide additional timeline handles for a user to selectadditional video portions to share simultaneously or subsequently.

Additionally, in one or more embodiments, the video layer manager 110creates a video file layer for each selected portion of a particularvideo. For example, in response to a user dragging timeline handleswithin a video application in order to select a portion of a digitalvideo, the video layer manager 110 creates a video file layer thatincludes a starting timestamp associated with the starting timelinehandle (e.g., indicating the beginning of the selected portion withinthe video), and an ending timestamp associated with the ending timelinehandle (e.g., indicating the ending of the selected portion within thevideo). Additionally, the video layer manager 110 includes additionalinformation in the video file layer such as a unique identifierassociated with the digital video, and a unique identifier associatedwith the social networking system user who selected the portion of thedigital video.

Furthermore, the video layer manager 110 also stores the created videofile layer. In one or more embodiments, in order to prevent storage ofmultiple copies of the digital video, the video layer manager 110 canstore a created video file layer in one of several different ways. Forexample, the video layer manager 110 can create a storage node for thevideo file layer and associate the node with the user who selected thevideo portion. Thus, over time as the user selects additional portionsof the same or other digital videos, the video layer manager 110 canassociate additional nodes containing video file layers with the user.

Alternatively, the video layer manager 110 can store a node containingthe created video file layer in association with the digital video. Forexample, the video layer manager 110 can store the node in associationwith the digital video identified by a unique digital video identifierincluded in the video file layer. Thus, over time as additional socialnetworking system users select portions of the digital video, the videolayer manager 110 will associate additional video file layer nodes withthe digital video. In additional or alternative embodiments, the videolayer manager 110 may store a created video file layer based on acombination of the methods described above or using any other suitabledata storage methods.

Regardless of the storage scheme utilized (e.g., creating a storage nodefor the video file layer and associate the node with the user whoselected the video portion, or associating video file layer nodes with asingle video file layer node for the digital video), each video filelayer points to a common storage location of the digital video. Forexample, once a social networking system user uploads a digital video tothe social networking system, the social networking system stores asingle copy of the digital video in a particular location. Thus, eachsubsequent video file layer that references the digital video willinclude that particular storage location. This ensures that the socialnetworking system efficiently utilizes storage space by only maintaininga single copy of the digital video, rather than creating multiple copiesof the digital video each time a social networking system user interactswith the digital video.

As mentioned above, and as illustrated in FIG. 1, the video manager 106also includes a viral video portion manager 112. In one or moreembodiments, the viral video portion manager 112 identifies viralportions of digital videos. As described above, any type of digitalmedia becomes viral when it is quickly and widely circulated and viewedby a threshold number of users. Accordingly, over time, a particulardigital video may be associated with many shares and corresponding videofile layers, each indicating one or more portions of the digital videothat social networking system users have liked and/or shared. Inaddition, the viral video portion manager 112 can utilize these videofile layers and data representative of social networking system userinteractions (e.g., likes, shares, comments, views, etc.) to determinethe virality of video portions.

In one or more embodiments, in order to identify one or more viralportions of a particular video, the viral video portion manager 112 canbegin by identifying all video file layers associated with theparticular video. In one or more embodiments, the viral video portionmanager 112 identifies video file layers associated with the particularvideo by searching for all video file layers that include a uniqueidentifier associated with the particular video. For example, the uniqueidentifier associated with the particular video can be an alpha-numericstring of characters (e.g., a stock keeping unit, etc.), a number, atitle, a description, etc.

Once the viral video portion manager 112 has identified all video filelayers associated with the particular video, the viral video portionmanager 112 can continue the process of identifying one or more viralportions of the particular video by instantiating a counter, and workingthrough the following analysis of the identified video file layers:start at the first timestamp within the particular video, determinewhether any of the video file layers contain a starting timestamp thatmatches the first timestamp, for each video file layer that contains astarting timestamp that matches the first timestamp add one to thecounter, and move to the next timestamp within the particular video.When the counter reaches a number at or beyond a threshold amount, theviral video portion manager 112 can determine that a viral video portionstarts at the current timestamp within the particular video. In one ormore embodiments, the viral video portion manager 112 can assign aparticular value as the threshold amount (e.g., 1000). Alternatively,the viral video portion manager 112 can determine that the thresholdamount is a certain percentage of the total number of viewers of theparticular video (e.g., if the video has been viewed by 1000 users, thethreshold amount may be 80% of the total number of viewers, or 800).

Once the viral video portion manager 112 increases the counter pastzero, the viral video portion manager 112 can determine whether any ofthe video file layers contain an ending timestamp that matches thecurrent timestamp, as the viral video portion manager 112 moves throughthe timestamps within the particular video. For each video file layerthat contains an ending timestamp that matches the current timestamp,the viral video portion manager 112 subtracts one from the counter. Ifthe viral video portion manager 112 has previously determined that aviral portion of the particular video has started and the counter fallsbelow the threshold amount, the viral video portion manager 112 can thendetermine that the viral portion ends at the current timestamp. In thisway, by working timestamp by timestamp through the particular video, theviral video portion manager 112 can identify one or more viral portionsof the particular video.

In additional or alternative embodiments, the viral video portionmanager 112 also takes additional social networking system activityassociated with a digital video into account in identifying one or moreviral portions of the digital video. For example, in some embodiments,in addition to sharing portions of a digital video, social networkingusers can “like” portions of the digital video, view portions of thedigital video, and/or comment on portions of the digital video. Toillustrate, a social networking user may select a portion of a digitalvideo and submit a comment specific to the selected portion (e.g., “Thisis the part with the awesome guitar solo!”).

In that case, the video layer manager 110 associates the user'ssubmitted comment with, for example, a video file layer associated withthe corresponding portion of the digital video. The video layer manager110 can create video file layers or modify video file layers torepresent or track any type of social networking system activityconnected with the digital video. Later, when identifying viral portionsof the digital video, the viral video portion manager 112 will identifythe video file layer created for the submitted comment (or any othersocial networking system activity), and take in account any timestampsincluded in the identified video file layer(s) in the resulting count.In at least one embodiment, the viral video portion manager 112 adds aweight to certain types of social networking system activity indicatedby each identified video file layer. For example, the viral videoportion manager 112 may assign a heavier weight to a video file layerthat indicates a particular portion of the digital video was shared thanto a video file layer that indicates a particular portion of the digitalvideo was merely viewed. Thus, the viral video portion manager 112 mayassign two counts to a shared portion, while only assigning a singlecount to a viewed portion. Accordingly, the viral video portion manager112 can generate a virality score (e.g., whether weighted or not) foreach portion of a digital video based on all the social networkingactivity associated with each portion of the digital video. As such, theviral video portion manager 112 can take into account, for example,likes, shares, comments, and views related to each portion of a digitalvideo when determining which portion(s) of the video are viral. Inparticular, the viral video portion manager 112 can associate eachportion-specific social networking activity with the correspondingportion of a digital video instead of with the digital video as a whole,and adjust a virality score(s) of the corresponding portion and/oroverlapping portions accordingly.

In addition to identifying one or more viral portions of a particularvideo, the viral video portion manager 112 can also collect demographicinformation associated with users who like or share viral portions of aparticular video. As mentioned above, the video manager 106 can identifyand provide demographic information related to viral portions of digitalvideos to various third parties (e.g., advertisers, researchers, mediaproducers). Accordingly, in order to identify demographic informationrelated to social networking users who like or share viral portions of aparticular video, the viral video portion manager 112 can determinewhether a portion of a video that a particular user is liking or sharingis of interest. Then, the viral video portion manager 112 can utilizethe user's unique identifier to access, in accordance with the user'sprivacy settings, the user's profile and other associated information.

The viral video portion manager 112 can also collect demographicinformation during the determination as to whether a particular videoincludes a portion that has become viral, as described above. Forexample, the viral video portion manager 112 can collect demographicinformation (e.g., based on the user's unique identifiers listed in thevideo file layers), for each identified starting timestamp that causesthe counter to increase by one. The viral video portion manager 112 canlater stop collecting demographic information when the counter begins todecrease. The collected demographic information can be utilized by thesocial networking system 104 at a later time in order to provide digitalvideo owners, advertisers, etc. with information about the socialnetworking system users who are most interested in and contributed tothe virality of the particular digital video.

As mentioned above, and as illustrated in FIG. 1, the video manager 106also includes a social networking system communication manager 114. Inone or more embodiments, the social networking system communicationmanager 114 manages all communications between the social networkingsystem 104 and one or more social networking system users, as well asall communications between social networking system users. For example,in response to a social networking system user selecting and liking aportion of a particular digital video, the social networking systemcommunication manager 114 can generate a social networking system postassociated with the portion of the particular video (e.g., based on thevideo file layer generated as a result of the user selecting the portionof the particular video), and add the generated post to the newsfeeds ofthe user's social networking system friends.

Furthermore, the social networking system communication manager 114 canprovide, as part of the generated post associated with the portion ofthe particular video, a video application. In one or more embodiments,the video application is a small application (e.g., including an Applet,Javascript, Flash player, Quicktime player, Windows® Media player, etc.)that enables a user to playback a digital video. For example, the videoapplication can enable the user to playback a digital video in a videopreview window within a newsfeed. Additionally, the video applicationcan also enable the user to activate a full-screen mode, wherein theuser can playback the digital video in a full-sized window that takes upall of a computing device's display.

In one or more embodiments, the social networking system communicationmanager 114 can also configure the video application based on a videofile layer. As described above, in response to a user selecting aportion of digital video and liking and/or sharing that portion, thevideo layer manager 110 generates a corresponding video file layer thatincludes a starting timestamp for the portion, an ending timestamp forthe portion, a unique identifier associated with the video, and a uniqueidentifier associated with the user. Thus, in response to the userliking and/or sharing a selected portion of a digital video, the socialnetworking system communication manager 114 can configure the videoapplication based on the video file layer associated with the selectedportion, and provide a post including the configured video applicationon the newsfeeds of one or more of the user's social networking systemfriends. In at least one embodiment, configuring the video applicationbased on the video file layer includes loading the digital video (e.g.,based on the video's unique identifier listed in the video file layer)into the video application, and setting the video application to play(e.g., auto-play or in response to user input starting the videoportion) the selected portion of the video (e.g., based on the startingand ending timestamps listed in the video file layer).

Furthermore, as mentioned above, and as illustrated in FIG. 1, the videomanager 106 also includes a data storage 116. As shown, the data storage116 includes social networking system activity data 118 and video data120. In one or more embodiments, the social networking system activitydata 118 can include data representative of social networking systemactivity information, such as described herein. Similarly, in one ormore embodiments, the video data 120 can include data representative ofvideo information, such as described herein.

Additionally, in one or more embodiments and as illustrated in FIG. 1,the social networking system 104 may include a social graph 122 forrepresenting and analyzing a plurality of users, actions, and concepts.Node information 124 of the social graph 122 can store node informationcomprising, for example, nodes for users and nodes for videos. Edgeinformation 126 of the social graph 122 can store edge informationcomprising relationships between nodes and/or actions occurring withinthe social networking system 104. Further detail regarding the socialnetworking system 104, social graphs, edges, and nodes is presentedbelow with respect to FIGS. 8 and 9.

FIG. 2 illustrates a schematic diagram of an example environment andimplementation of the video management system 100. As illustrated inFIG. 2, the video management system 100 can be implemented across clientcomputing devices 128 a, 128 b, and 128 c each running the socialnetworking applications 130 a, 130 b, and 130 c respectively, as well asthe server device 102 housing the social networking system 104, and inturn, the video manager 106. Also as illustrated in FIG. 2, the users204 a, 204 b, 204 c may interact with the client computing devices 128a, 128 b, and 128 c respectively in order to access content and/orservices on the social networking system 104. Each of the clientcomputing devices 128 a, 128 b, and 128 c may access the socialnetworking system 104 via the social networking applications 130 a, 130b, and 130 c, as described above.

The client computing devices 128 a, 128 b, and 128 c and the socialnetworking system 104 can communicate via the network 202, which mayinclude one or more networks and may use one or more communicationplatforms or technologies suitable for transmitting data and/orcommunication signals. In one or more embodiments, the network 202 mayinclude the Internet or World Wide Web. The network 202, however, caninclude various other types of networks that use various communicationtechnologies and protocols, such as a corporate intranet, a virtualprivate network (VPN), a local area network (LAN), a wireless localnetwork (WLAN), a cellular network, a wide area network (WAN), ametropolitan area network (MAN), or a combination of two or more suchnetworks. Although FIG. 2 illustrates a particular arrangement of clientcomputing devices 128 a, 128 b, and 128 c, the social networking system104, the server device 102, and the network 202, various additionalarrangements are possible. For example, the client computing devices 128a, 128 b, and 128 c may directly communicate with the social networkingsystem 104, bypassing the network 202. Additional details relating tothe network 202 are explained below with reference to FIG. 8.

As illustrated in FIG. 2, the users 204 a, 204 b, and 204 c can use thevideo management system 100 to play digital videos, select portions ofdigital videos, and share, like, and/or comment on digital videos and/orportions of digital videos. The users 204 a, 204 b, and 204 c may beindividuals (i.e., human users), businesses, groups, or other entities.Although FIG. 2 illustrates three users 204 a, 204 b, and 204 c, it isunderstood that the video management system 100 can allow a plurality ofadditional users to exchange communications and transactions via acorresponding additional client computing devices.

With reference to the video management system 100 described herein, anyof the users 204 a, 204 b, or 204 c can be a sender/creator of a post orelectronic content to be shared via the social networking system 104,and any of the users 204 a, 204 b, or 204 c can be a recipient of a postor other electronic content shared via the social networking system 104.In certain embodiments, the social networking system 104 can ensure theusers 204 a, 204 b, 204 c are “friends” via the social networking system104 before they can send and receive posts or electronic messages amongeach other. Further, the social networking system 104 can share contentfrom users 204 a, 204 b, 204 c in accordance with privacy settings setby each of users 204 a, 204 b, 204 c. In additional or alternativeembodiments, the social networking system 104 may simply ensure thatusers sending and receiving communications merely be active users of thesocial networking system 104.

The client computing devices 128 a, 128 b, and 128 c may include varioustypes of computing devices. For example, the client computing devices128 a, 128 b, and 128 c can include a mobile device such as a mobiletelephone, a smartphone, a personal digital assistant, a table, alaptop, a smart wearable, or a non-mobile device such as a desktop, aserver, and/or another type of computing device. Further, the clientcomputing devices 128 a, 128 b, and 128 c may run dedicated socialnetworking applications (e.g., such as the social networkingapplications 130 a, 130 b, and 130 c, as described above in relation toFIG. 1) associated with the social networking system 104 to accesssocial networking content (e.g., posts, messages, digital media, etc.)associated with the video management system 100. Additional details withrespect to the client computing devices 128 a, 128 b, and 128 c and thesocial networking system 104 are discussed below with respect to FIGS. 7and 8.

As will be described in more detail below, the components of the videomanagement system 100 as described with regard to FIGS. 1 and 2 canprovide, along and/or in combination with other components, one or moregraphical user interfaces (“GUIs”). In particular, the components canallow a user to interact with a collection of display elements for avariety of purposes. Specifically, FIGS. 3A-4B and the description thatfollows illustrate various example embodiments of the GUIs and featuresthat are in accordance with general principles as described above.

For example, FIGS. 3A-3F illustrate various views of GUIs provided atone of the client computing devices 128 a, 128 b, and 128 c by way ofthe social networking application 130 a, 130 b, and 130 c, respectively.As mentioned above, in some embodiments, a client computing device(i.e., the client computing device 128 a, 128 b, and 128 c) canimplement and/or provide features from the video management system 100.For example, FIG. 3A illustrates a client computing device 300 a of asocial networking system user (e.g., one of the users 204 a, 204 b, and204 c) that may implement one or more of the components or features ofthe video manager 106. As shown, the client computing device 300 a is ahandheld device, such as a mobile phone device (e.g., a smartphone). Inadditional or alternative examples, however, any other suitablecomputing device, such as, but not limited to, a tablet device, largerwireless device, laptop or desktop computer, a personal digitalassistant device, and/or any other suitable computing device can performone or more of the processes and/or operations described herein.

As illustrated in FIG. 3A, the client computing device 300 a includes atouch screen display 302 a that can display a user interface and by wayof which user input may be received and/or detected. In particular, theclient computing device 300 a can be a touch screen device. In one ormore embodiments, a touch screen device may be the client computingdevice 128 a, 128 b, or 128 c with at least one surface upon which auser may perform touch gestures (e.g., a laptop, a tablet computer, apersonal digital assistant, a media player, a mobile phone, etc.).Additionally or alternatively, the client computing device 300 mayinclude any other suitable input device, such as a touch pad or thosedescribed below in reference to FIG. 7.

In FIG. 3A, the touch screen display 302 a of the client computingdevice 300 a displays a social networking system GUI 304 a provided bythe GUI manager 132 of the social networking application 130 installedthereon. In one or more embodiments, the GUI manager 132 provides thesocial networking system GUI 304 a in order to provide a display of anewsfeed 306 of the user of the client computing device 300 a. As shown,the newsfeed 306 includes various posts including post 308 a.

As described above, a post within a newsfeed can include various typesof data or content including, but not limited to, text, applications,media, etc. As shown in FIG. 3A, the post 308 a includes informationidentifying a social networking friend who created the post, an embeddedvideo preview window 312 a, and social networking system activitycontrols 310 a. As described above, the video application allows a userto interact with a particular video by providing a preview window and/ora full-screen video GUI. In one or more embodiments, the embedded videopreview window 312 a functions in connection with a video file layerthat includes information identifying a particular digital video. Theembedded video preview window 312 a can pre-load the particular digitalvideo identified by the video file layer. In at least one embodiment,the embedded video preview window 312 a can also cause the particulardigital video to auto-play within the newsfeed 306 a as soon as the userof the client computing device 300 a scrolls the newsfeed 306 a to apoint where the post 308 a is visible.

As mentioned, the post 308 a also includes social networking systemactivity controls 310 a. In one or more embodiments, the socialnetworking system 104 provides the social networking system activitycontrols 310 a as part of a post to allow social networking system usersto engage with the post. For example, by selecting a “like” control, auser is effectively expressing interest in or support for a particularpost. Similarly, by selecting the “comment” control, a user can add acomment to a particular post. Finally, by selecting the “share” control,a user can share a particular post authored by another user withadditional users. The social networking system activity controls 310 aalso include various indicators of how many social networking systemusers have liked, commented on, viewed, and/or shared the post 308 a. Inadditional or alternative embodiments, the social networking systemactivity controls 310 a may include additional controls besides thoseshown in FIG. 3A.

As mentioned above, the video preview window 312 a embedded in the post308 a may auto-play (with or without sound) a particular digital video.In additional or alternative embodiments, the video preview window 312 amay only display a still photograph (e.g., a frame) from the particulardigital video within the post 308 a. Regardless of what the videodisplay window 312 a shows within the post 308 a, the user of the clientcomputing device 300 a may want to view the digital video associatedwith video preview window 312 a in full-screen mode. In other words,rather than watching the digital video within the embedded video windowin the post 308 a, the user of the client computing device 300 a maywish to view the video in a display that takes up more or the entiretyof the touch screen display 302 a. In that case, the video previewwindow 312 a may include a video activation control 314 a that, whenselected, causes the video application to transition the video previewwindow 312 a to a full screen mode.

For example, as shown in FIG. 3B, the video application can provide afull screen video GUI 304 b on the touch screen display 302 a of theclient computing device 300 a. In one or more embodiments, the fullscreen video GUI 304 b takes up all of the touch screen display 302 a,and allows the user of the client computing device 300 a to view aparticular video in as large a format as possible. Depending on thescreen ratio of the particular digital video associated with the videoapplication, the video application can fill any unused space within thetouch screen display 302 a with black.

The full screen video GUI 304 b can also include various controls thatallow the user of the client computing device 300 a to interact with theparticular video. For example, as shown in FIG. 3B, the full screenvideo GUI 304 b can include a playback timeline 316 along with aplayback indicator 318, and a playback control 320. In one or moreembodiments, the playback timeline 316 and the playback indicator 318work in connection to illustrate the current point or timestamp in theparticular video that is being watched by the user of the clientcomputing device 300 a. In at least one embodiment, the user of theclient computing device 300 a can slide the playback indicator 318 alongthe playback timeline 316 to play the particular digital video from aspecific point. Additionally, in one or more embodiments, the playbackcontrol 320 allows the user of the client computing device 300 a tostart and/or pause playback of the particular video within the fullscreen video GUI 304 b.

The full screen video GUI 304 b also include the social networkingsystem activity controls 310. As shown in FIG. 3B, the social networkingsystem activity controls 310 include a like control 310 a, a commentcontrol 310 b, and a share control 310 c (e.g., as described withreference to FIG. 3A), along with the indicators as to how many socialnetworking system users have liked, commented on, viewed, and/or sharedthe particular video being shown within the full screen video GUI 304 b.When the user of the client computing device 300 a wishes to exit thefull screen video GUI 304 b and return to the social networking systemGUI 304 a, the user can select the “done” button 322.

As discussed above, the video management system 100 enables a user toselect a portion of a digital video to like, comment on, and/or sharewith additional social networking system users. In one or moreembodiments, the user can select a portion of a digital video via thefull screen video GUI 304 b. For example, in at least one embodiment andin response to a selection of the like control 310 a, the socialnetworking application 130 can provide a starting timeline handle 324 aand an ending timeline handle 324 b, as shown in FIG. 3C. For instance,as mentioned above, the user input detector 134 can detect differenttypes of inputs. Accordingly, the social networking application 130 canprovide the starting timeline handle 324 a and the ending timelinehandle 324 b in response to a press-and-hold touch gesture detected bythe user input detector 134 in connection with the like control 310 a.Alternatively, if the user of the client computing device 300 a wants to“like” the entire video, the user can simply tap the like control 310 a,rather than press-and-hold the like control 310 a. In additional oralternative embodiments, the social networking application 130 canprovide the starting timeline handle 324 a and the ending timelinehandle 324 b in response to a double mouse click, a double tap gesture,via a dedicated control, or by any other means. Furthermore, the socialnetworking application 130 can provide extra sets of starting and endingtimeline handles in response to repeated selections of the like control310 a, such that the user of the client computing device 300 a canselect additional portions of the digital video.

In additional embodiments, the social networking application 130 canprovide the starting timeline handle 324 a and the ending timelinehandle 324 b in response to a press-and-hold touch gesture detected bythe user input detector 134 in connection with the comment control 310b. In that case, after the user selects the portion of interest withinthe digital video using the starting timeline handle 324 a and theending timeline handle 324 b, the social networking application 130 canprovide a text input area in which the user can compose a comment. Inresponse to the user submitting the comment, the social networkingsystem 104 can associate the comment with the selected portion of thedigital video, and/or make the selected portion and/or the commentvisible to other users via the social networking system 104.

Similarly, the social networking application 130 can provide thestarting timeline handle 324 a and the ending timeline handle 324 b inresponse to a press-and-hold touch gesture detected by the user inputdetector 134 in connection with the share control 310 c. In that case,after the user selects the portion of interest within the digital videousing the starting timeline handle 324 a and the ending timeline handle324 b, the social networking application 130 can instantly generate, andadd to the newsfeeds of the user's social networking friends, a postincluding the selected portion of the digital video.

The starting timeline handle 324 a and the ending timeline handle 324 benable the user of the client computing device 300 a to select thestarting and ending points of the portion of the digital video that theuser wishes to like and/or share. For example, as indicated by the arrow326 in FIG. 3C, the user of the client computing device 300 a can slidethe starting timeline handle 324 a and the ending timeline handle 324 balong the playback timeline 316 as a unit (e.g., by selecting anddragging a point in between the starting timeline handle 324 a and theending timeline handle 324 b). Alternately or additionally, the user canslide the starting timeline handle 324 a and the ending timeline handle324 b to points along the playback timeline 316 independently (e.g., asillustrated by the arrows 332 a and 332 b in FIG. 3D).

In order to assist the user of the client computing device 300 a inselecting a portion of a particular digital video, the social networkingapplication 130 can also provide a way for the user to preview theselected portion of the digital video. For example, as shown in FIG. 3C,the social networking application 130 can provide the portion previewcontrol 328. In one or more embodiments, in response to the userselecting the portion preview control 328 the social networkingapplication 130 can playback only the portion of the digital video thatstarts at a timestamp indicated by the starting timeline handle 324 aand ends at a timestamp indicated by the ending timeline handle 324 b.The social networking application 130 can provide the portion playbackwithin the full screen video GUI 304 b, or alternatively can provide anew GUI for the portion playback. Furthermore, as a user drags thestarting timeline handle 324 a or the ending timeline handle 324 b, thesocial networking application 130 can present (e.g., within the fullscreen video GUI 304 b) a still frame of the video that corresponds tothe position of the starting timeline handle 324 a or the endingtimeline handle 324 b.

Furthermore, once the user of the client computing device 300 a hasindicated the portion of the digital video that is of interest, the usercan like only the portion of the digital video, rather than liking theentire digital video. For example, as shown in FIGS. 3C and 3D, the usercan like only the portion of the digital video indicated by the startingtimeline handle 324 a and the ending timeline handle 324 b by selectingthe portion like control 330. Depending on the user's privacy settingswithin the social networking system 104, the social networking system104 may provide a notification to other social networking system usersin response to the user of the client computing device 300 a liking theportion of the digital video via the portion like control 330 or thelike control 310 a.

Alternatively, or in addition to liking the selected portion of thevideo, once the user of the client computing device 300 a has indicatedthe portion of the digital video that is of interest, the user can sharethe selected portion by selecting the comment control 310 b. Forexample, as shown in FIG. 3E and in response to the user selecting thecomment control 310 b, the social networking application 130 provides anactivity control list 334 within the touch screen display 302 a of theclient computing device 300 a. In one or more embodiments, the activitycontrol list 334 includes activity controls 336 a-336 d. In at least oneembodiment, the user of the client computing device 300 a can instantlyshare only the selected portion of the digital video with additionalsocial networking system users by selecting the activity control 336 a.

Furthermore, in at least one embodiment and in response to the userselecting the activity control 336 b, the video manager 106 can enablethe user to compose a post directed at either the full digital video oronly at the selected portion of the digital video. Similarly, inresponse to the user selecting the activity control 336 c, the videomanager 106 can enable the user to send either the full digital video orthe selected portion of the digital video as part of an electronicmessage. Finally, in response to the user selecting the activity control336 d, the video manager 106 can provide the user with a hyperlink thatthe user can copy into other applications that is directed to either thefull digital video or the selected portion of the digital video.

Regardless of the action selected by the user after selecting aparticular portion of the digital video, the video manager 106 generatesa video file layer associated with the selected portion of the digitalvideo. For example, in response to the user selecting the portion likecontrol (e.g., as shown in FIG. 3D) and in addition to providing theselected portion to one or more friends of the user, the video manager106 generates a video file layer associated with the selected portion.In one or more embodiments, the video manager 106 includes within thegenerated video file layer a starting timestamp indicated by thestarting timeline handle 324 a, an ending timestamp indicated by theending timeline handle 324 a, a unique identifier associated with thedigital video, and a unique identifier associated with the user whoselected the portion of the digital video. Also as described above, thevideo manager 106 can store the generated video file layer based on theunique identifier associated with the digital video or based on theunique identifier associated with the user.

In one or more embodiments, in response to the user of the clientcomputing device 300 a selecting the activity control 336 a, the socialnetworking system 104 can share the selected portion of the digitalvideo with additional social networking system users. For example, asshown in FIG. 3F, the video manager 106 can generate a post 308 bincluding a video preview window 312 b and add the generated post 308 bto the newsfeed 306 b displayed within the social networking system GUI304 a on the touch screen display 302 b of a client computing device 300b of a social networking system friend of the user who selected theportion of the digital video (e.g., the user of the client computingdevice 300 a). As mentioned above, the video manager 106 can configurethe video preview window 312 b based on the video file layer generatedwhen the portion of the digital video was selected. Accordingly, in oneor more embodiments, the video preview window 312 b can auto-play theselected portion of the digital video starting at the starting timestampand ending at the ending timestamp as indicated by the associated videofile layer. In additional or alternative embodiments, the generated post308 b may include additional controls (e.g., in addition to the controls310 b) for use in association with the video preview window. Forexample, in one embodiment, the generated post 308 b may include a sharecontrol, a like control, and/or a comment control specifically directedto the selected portion of the digital video within the video previewwindow 312 b. Alternatively, the generated post 308 b may include theexisting share/like/comment controls in different locations.

In one or more embodiments, the user of the client computing device 300b can utilize the social networking system activity controls 310 b tolike, comment on, or share the digital video. In at least oneembodiment, the video manager 106 may take utilizing the socialnetworking system activity controls 310 b as shown in FIG. 3F to meanthe user of the client computing device 300 b is liking, commenting on,or sharing only the selected portion of the digital video, as indicatedby the associated video file layer. In alternative embodiments, thevideo manager 106 may take utilizing the social networking systemactivity controls 310 b to mean the user of the client computing device300 b is liking, commenting on, or sharing the entire digital videoindicated by the associated video file layer. In that case, the user ofthe client computing device 300 b can like, comment on, or share onlythe selected portion of the digital video by opening the digital videoin the full screen video GUI, as described above. In one or moreembodiments, when the user opens the digital video in the full screenvideo GUI, the video manager 106 can provide an indicator within theplayback timeline 316 that shows the portion of the digital videoselected by the user of the client computing device 300 a (e.g., “BobPotter”).

As discussed above, the video manager 106 can also identify viralportions of digital videos that are shared by users of the socialnetworking system 104. For example, when a threshold number of socialnetworking system users like and/or share the same particular portion ofa digital video, that portion becomes viral. Accordingly, the videomanager 106 can track the portions of digital videos that are shared andliked by social networking system users in order to determine whether aparticular digital video portion has “gone viral.” In one or moreembodiments, in response to identifying a viral portion of a particulardigital video, the video manager 106 can provide an indication withinthe digital video as to where the viral portion is located within thedigital video.

To illustrate, FIG. 4A shows the social networking system GUI 304 a onthe touch screen display 302 a of the client computing device 300 a. Asdescribed above with reference to FIG. 3A, the social networking systemGUI 304 a includes a newsfeed 306 a of the user of the client computingdevice 300 a and shows a post 308 c. In one or more embodiments, thepost 308 c includes an embedded video preview window 312 c associatedwith a particular digital video and has been shared, re-shared,commented on, and viewed by many social networking system users (e.g.,as indicated by the information included in the social networking systemactivity controls 310 c).

Also as described above, the digital video associated with the embeddedvideo preview window 312 c may include one or more viral portions. Inone or more embodiments, the video manager 106 identifies viral portionsof widely shared digital videos by identifying video file layers and/orcorresponding social networking activity associated with a widely shareddigital video (e.g., where the video file layers are created and/ormodified in response to and for the purpose of tracking a user liking,sharing, commenting on, or viewing a particular portion of the digitalvideo where the particular portion is indicated by a starting timestampand an ending timestamp), weighting the social networking activityassociated with each video file layer (e.g., based on the types ofsocial networking activity associated with each video portion), anddetermining virality scores for each segment (e.g., for each timestamp,each second interval, each 5-second interval, or each 10-secondinterval) of the video to identify the virality thereof. In response tothe user of the client computing device 300 a selecting the videoactivation control 314 c in the embedded video preview window 312 c, thesocial networking application 130 can provide the full screen video GUI304 b on the touch screen display 302 a of the client computing device300 a, as shown in FIG. 4B.

As illustrated in FIG. 4B, the social networking application 130 canprovide the digital video associated with the embedded video previewwindow 312 (e.g., as shown in FIG. 4A) in the full screen video GUI 304b. In one or more embodiments, in response to the video manager 106identifying one or more viral portions of the digital video, the socialnetworking application 130 can also provide a viral portion indicator338 within the playback timeline 316. For example, the viral portionindicator 338 indicates the starting and ending points of a viralportion of the digital video that has been liked and/or shared by athreshold number of social networking system users. The viral portionindicator 338 can include a number of how many likes, shares, comments,and/or views the viral portion of the digital video has garnered (e.g.,“1.2k Likes”).

In additional or alternative embodiments, the viral portion indicator338 can include different colors, icons, etc. within the playbacktimeline 316 to draw a user's attention to the viral portion of thevideo. For example, the viral portion indicator 338 can be a highlightedsection of the playback timeline 316. Alternatively, if a particulardigital video includes more than one viral portion, the viral portionindicators may be a color coding of the playback timeline 316 toindicate how viral a particular portion is based on the calculated andweighted virality scores/counts, as described above (e.g., a less viralportion corresponds to a section of the playback timeline 316 that iscolored yellow, while a more viral portion corresponds to a section ofthe playback timeline 316 that is colored red). Additionally oralternative, the playback timeline 316 may be arbitrarily broken intopredefined segments (e.g., at 1 second intervals, 5 second intervals,etc.) and each predefined segment may be color coded to indicate avirality of that particular segment.

In one or more embodiments, the user of the client computing device 300a can like or share only the viral portion of the digital videoidentified the viral portion indicator 338 (e.g., by selecting the viralportion within the playback timeline 316 and then selecting acorresponding activity control). Alternatively, the user can like orshare the entire digital video or uniquely specify another portion ofthe digital video to like or share, such as as described above.

FIGS. 1-4B, the corresponding text, and the examples, provide a numberof different methods, systems, and devices for sharing one or moreportions of a digital video and identifying viral portions of digitalvideos within a social networking system 104. In addition to theforegoing, embodiments can also be described in terms of flowchartscomprising acts and steps in a method for accomplishing a particularresult. For example, FIGS. 5-6 may be performed with less or moresteps/acts or the steps/acts may be performed in differing orders.Additionally, the steps/acts described herein may be repeated orperformed in parallel with one another or in parallel with differentinstances of the same or similar steps/acts.

FIG. 5 illustrates a flowchart of one example method 500 of selectingand sharing one or more portions of a digital video within a socialnetworking system. The method 500 includes an act 510 of receiving aselection of a portion of a video. In particular, the act 510 caninvolve receiving, from a first social networking system user, aselection of a portion of a video viewed by the first social networkingsystem user. In one or more embodiments, the selection of the portion ofthe video is received via a video application associated with the socialnetworking system, such as described in more detail above.

The method 500 also includes an act 520 of creating a video file layerassociated with the selected portion. In particular, the act 520 caninvolve, in response to receiving the selection of the portion of thevideo, creating a video file layer including a unique identifier for thefirst social networking system user, a unique identifier for the video,a starting timestamp indicating the beginning point of the portion ofthe video, and an ending timestamp indicating the ending point of theportion of the video. In one or more embodiments, the method 500 canfurther include storing the video file layer based on the uniqueidentifier for the digital video.

The method 500 further includes an act 530 of providing the portion ofthe video. In particular, the act 530 can involve utilizing the videofile layer to provide the portion of the digital video to one or moresocial networking system users associated with the first socialnetworking system user. In one or more embodiments, utilizing the videofile layer to provide the portion of the digital video to one or moresocial networking system users associated with the first socialnetworking system user comprises providing the portion of the digitalvideo within a video preview window of the video application in anewsfeed associated with each of the one or more social networkingsystem users. For example, in at least one embodiment, utilizing thevideo file layer to provide the portion of the digital video to one ormore social networking system users associated with the first socialnetworking system user can further include auto-playing, based on thestarting timestamp and the ending timestamp, the portion of the digitalvideo within the video preview window. Additionally or alternatively,utilizing the video file layer to provide the portion of the digitalvideo to one or more social networking system users associated with thefirst social networking system user can be in response to the firstsocial networking system user indicating a desire to share the portionof the digital video.

In one or more embodiments, the method 500 includes an act of, inresponse to receiving the selection of the portion of the digital video,providing a playback control to the first social networking system user.In at least one embodiment, the method 500 also includes receiving fromat least one of the one or more social networking system usersassociated with he first social networking system user a selection toview the digital video. For example, in that case, the method 500includes providing the digital video to the at least one socialnetworking system user associated with the first social networkingsystem user via a video application, and providing in association withthe digital video an indication of the portion of the digital videoselected by the first social networking system user.

FIG. 6 illustrates a flowchart of one example method 600 of identifyingone or more viral portions of a digital video within a social networkingsystem 104. The method 600 includes an act 610 of monitoring socialnetworking system activity. In particular, the act 610 can involvemonitoring social networking system activity associated with a videoincluding monitoring interactions with portions of the video. In one ormore embodiments, monitoring interactions with portions of the videoincludes monitoring one or more of likes associated with portions of thevideo and shares associated with portions of the video. In at least oneembodiment, monitoring social networking system activity associated withthe digital video further includes monitoring comments associated withthe digital video.

The method 600 also includes an act 620 of identifying viral portions ofthe video. In particular, the act 620 can involve identifying, based onthe monitored social networking system activity, one or more viralportions of the digital video. In one or more embodiments, identifyingone or more viral portions of the digital video includes identifying oneor more video file layers associated with the digital video, anddetermining, based on the social networking activity associated eachvideo file layer/portion, that a particular portion of the digital videois a viral portion.

The method 600 further includes an act 630 of indicating the viralportions of the video. In particular the act 630 can involve, inresponse to identifying one or more viral portions of the digital video,providing, during playback of the digital video to a social networkingsystem user, one or more indicators of the one or more viral portions ofthe digital video. In one or more embodiments, the method 600 alsoincludes an act of determining that a particular portion of the digitalvideo is a viral portion based on levels of social networking systemactivity associated with the particular portion of the digital video.For example, providing, during playback of the video to the socialnetworking system user, one or more indicators (e.g., via the viralportion indicator 338) of the one or more viral portions of the digitalvideo includes providing one or more indicators within a videoapplication. Additionally, the act 630 of indicating the viral portionof the digital video can include automatically playing the viral portionof the digital video within a post directed to the digital videoincluded in a social networking system user's newsfeed, as opposed tobeginning playback of the digital video from the beginning of thedigital video.

Additionally, the method 600 can include an act of identifying, inresponse to determining one or more viral portions of the digital video,demographic information associated with the one or more socialnetworking system users. For example, identifying demographicinformation can further include providing the identified demographicinformation to one or more advertisers. In one or more embodiments, theidentified demographic information can include age information, genderinformation, location information, social networking activityinformation, and profile information. The identified demographicinformation can be utilized by a digital video owner, advertisers, etc.in order to identify virality of a portion of the digital video among aspecific group or demographic of social networking system users. In someembodiments, this use of demographic information can help advertisersand other specifically target content to desired user groups.

Embodiments of the present disclosure may comprise or utilize a specialpurpose or general-purpose computer including computer hardware, suchas, for example, one or more processors and system memory, as discussedin greater detail below. Embodiments within the scope of the presentdisclosure also include physical and other computer-readable media forcarrying or storing computer-executable instructions and/or datastructures. In particular, one or more of the processes described hereinmay be implemented at least in part as instructions embodied in anon-transitory computer-readable medium and executable by one or morecomputing devices (e.g., any of the media content access devicesdescribed herein). In general, a processor (e.g., a microprocessor)receives instructions, from a non-transitory computer-readable medium,(e.g., a memory, etc.), and executes those instructions, therebyperforming one or more processes, including one or more of the processesdescribed herein.

Computer-readable media can be any available media that can be accessedby a general purpose or special purpose computer system.Computer-readable media that store computer-executable instructions arenon-transitory computer-readable storage media (devices).Computer-readable media that carry computer-executable instructions aretransmission media. Thus, by way of example, and not limitation,embodiments of the disclosure can comprise at least two distinctlydifferent kinds of computer-readable media: non-transitorycomputer-readable storage media (devices) and transmission media.

Non-transitory computer-readable storage media (devices) includes RAM,ROM, EEPROM, CD-ROM, solid state drives (“SSDs”) (e.g., based on RAM),Flash memory, phase-change memory (“PCM”), other types of memory, otheroptical disk storage, magnetic disk storage or other magnetic storagedevices, or any other medium which can be used to store desired programcode means in the form of computer-executable instructions or datastructures and which can be accessed by a general purpose or specialpurpose computer.

A “network” is defined as one or more data links that enable thetransport of electronic data between computer systems and/or modulesand/or other electronic devices. When information is transferred orprovided over a network or another communications connection (eitherhardwired, wireless, or a combination of hardwired or wireless) to acomputer, the computer properly views the connection as a transmissionmedium. Transmissions media can include a network and/or data linkswhich can be used to carry desired program code means in the form ofcomputer-executable instructions or data structures and which can beaccessed by a general purpose or special purpose computer. Combinationsof the above should also be included within the scope ofcomputer-readable media.

Further, upon reaching various computer system components, program codemeans in the form of computer-executable instructions or data structurescan be transferred automatically from transmission media tonon-transitory computer-readable storage media (devices) (or viceversa). For example, computer-executable instructions or data structuresreceived over a network or data link can be buffered in RAM within anetwork interface module (e.g., a “NIC”), and then eventuallytransferred to computer system RAM and/or to less volatile computerstorage media (devices) at a computer system. Thus, it should beunderstood that non-transitory computer-readable storage media (devices)can be included in computer system components that also (or evenprimarily) utilize transmission media.

Computer-executable instructions comprise, for example, instructions anddata which, when executed at a processor, cause a general purposecomputer, special purpose computer, or special purpose processing deviceto perform a certain function or group of functions. In someembodiments, computer-executable instructions are executed on ageneral-purpose computer to turn the general-purpose computer into aspecial purpose computer implementing elements of the disclosure. Thecomputer executable instructions may be, for example, binaries,intermediate format instructions such as assembly language, or evensource code. Although the subject matter has been described in languagespecific to structural features and/or methodological acts, it is to beunderstood that the subject matter defined in the appended claims is notnecessarily limited to the described features or acts described above.Rather, the described features and acts are disclosed as example formsof implementing the claims.

Those skilled in the art will appreciate that the disclosure may bepracticed in network computing environments with many types of computersystem configurations, including, personal computers, desktop computers,laptop computers, message processors, hand-held devices, multi-processorsystems, microprocessor-based or programmable consumer electronics,network PCs, minicomputers, mainframe computers, mobile telephones,PDAs, tablets, pagers, routers, switches, and the like. The disclosuremay also be practiced in distributed system environments where local andremote computer systems, which are linked (either by hardwired datalinks, wireless data links, or by a combination of hardwired andwireless data links) through a network, both perform tasks. In adistributed system environment, program modules may be located in bothlocal and remote memory storage devices.

Embodiments of the present disclosure can also be implemented in cloudcomputing environments. In this description, “cloud computing” isdefined as a model for enabling on-demand network access to a sharedpool of configurable computing resources. For example, cloud computingcan be employed in the marketplace to offer ubiquitous and convenienton-demand access to the shared pool of configurable computing resources.The shared pool of configurable computing resources can be rapidlyprovisioned via virtualization and released with low management effortor service provider interaction, and then scaled accordingly.

A cloud-computing model can be composed of various characteristics suchas, for example, on-demand self-service, broad network access, resourcepooling, rapid elasticity, measured service, and so forth. Acloud-computing model can also expose various service models, such as,for example, Software as a Service (“SaaS”), Platform as a Service(“PaaS”), and Infrastructure as a Service (“IaaS”). A cloud-computingmodel can also be deployed using different deployment models such asprivate cloud, community cloud, public cloud, hybrid cloud, and soforth. In this description and in the claims, a “cloud-computingenvironment” is an environment in which cloud computing is employed.

FIG. 7 illustrates a block diagram of exemplary computing device 700that may be configured to perform one or more of the processes describedabove. One will appreciate that one or more computing devices such asthe computing device 700 may implement the system 100. As shown by FIG.7, the computing device 700 can comprise a processor 702, a memory 704,a storage device 706, an I/O interface 708, and a communicationinterface 710, which may be communicatively coupled by way of acommunication infrastructure 712. While an exemplary computing device700 is shown in FIG. 7, the components illustrated in FIG. 7 are notintended to be limiting. Additional or alternative components may beused in other embodiments. Furthermore, in certain embodiments, thecomputing device 700 can include fewer components than those shown inFIG. 7. Components of the computing device 700 shown in FIG. 7 will nowbe described in additional detail.

In one or more embodiments, the processor 702 includes hardware forexecuting instructions, such as those making up a computer program. Asan example and not by way of limitation, to execute instructions, theprocessor 702 may retrieve (or fetch) the instructions from an internalregister, an internal cache, the memory 704, or the storage device 706and decode and execute them. In one or more embodiments, the processor702 may include one or more internal caches for data, instructions, oraddresses. As an example and not by way of limitation, the processor 702may include one or more instruction caches, one or more data caches, andone or more translation lookaside buffers (TLBs). Instructions in theinstruction caches may be copies of instructions in the memory 704 orthe storage 706.

The memory 704 may be used for storing data, metadata, and programs forexecution by the processor(s). The memory 704 may include one or more ofvolatile and non-volatile memories, such as Random Access Memory(“RAM”), Read Only Memory (“ROM”), a solid state disk (“SSD”), Flash,Phase Change Memory (“PCM”), or other types of data storage. The memory704 may be internal or distributed memory.

The storage device 706 includes storage for storing data orinstructions. As an example and not by way of limitation, storage device706 can comprise a non-transitory storage medium described above. Thestorage device 706 may include a hard disk drive (HDD), a floppy diskdrive, flash memory, an optical disc, a magneto-optical disc, magnetictape, or a Universal Serial Bus (USB) drive or a combination of two ormore of these. The storage device 706 may include removable ornon-removable (or fixed) media, where appropriate. The storage device706 may be internal or external to the computing device 700. In one ormore embodiments, the storage device 706 is non-volatile, solid-statememory. In other embodiments, the storage device 706 includes read-onlymemory (ROM). Where appropriate, this ROM may be mask programmed ROM,programmable ROM (PROM), erasable PROM (EPROM), electrically erasablePROM (EEPROM), electrically alterable ROM (EAROM), or flash memory or acombination of two or more of these.

The I/O interface 708 allows a user to provide input to, receive outputfrom, and otherwise transfer data to and receive data from computingdevice 700. The I/O interface 708 may include a mouse, a keypad or akeyboard, a touch screen, a camera, an optical scanner, networkinterface, modem, other known I/O devices or a combination of such I/Ointerfaces. The I/O interface 708 may include one or more devices forpresenting output to a user, including, but not limited to, a graphicsengine, a display (e.g., a display screen), one or more output drivers(e.g., display drivers), one or more audio speakers, and one or moreaudio drivers. In certain embodiments, the I/O interface 708 isconfigured to provide graphical data to a display for presentation to auser. The graphical data may be representative of one or more graphicaluser interfaces and/or any other graphical content as may serve aparticular implementation.

The communication interface 710 can include hardware, software, or both.In any event, the communication interface 710 can provide one or moreinterfaces for communication (such as, for example, packet-basedcommunication) between the computing device 700 and one or more othercomputing devices or networks. As an example and not by way oflimitation, the communication interface 710 may include a networkinterface controller (NIC) or network adapter for communicating with anEthernet or other wire-based network or a wireless NIC (WNIC) orwireless adapter for communicating with a wireless network, such as aWI-FI.

Additionally or alternatively, the communication interface 710 mayfacilitate communications with an ad hoc network, a personal areanetwork (PAN), a local area network (LAN), a wide area network (WAN), ametropolitan area network (MAN), or one or more portions of the Internetor a combination of two or more of these. One or more portions of one ormore of these networks may be wired or wireless. As an example, thecommunication interface 710 may facilitate communications with awireless PAN (WPAN) (such as, for example, a BLUETOOTH WPAN), a WI-FInetwork, a WI-MAX network, a cellular telephone network (such as, forexample, a Global System for Mobile Communications (GSM) network), orother suitable wireless network or a combination thereof.

Additionally, the communication interface 710 may facilitatecommunications various communication protocols. Examples ofcommunication protocols that may be used include, but are not limitedto, data transmission media, communications devices, TransmissionControl Protocol (“TCP”), Internet Protocol (“IP”), File TransferProtocol (“FTP”), Telnet, Hypertext Transfer Protocol (“HTTP”),Hypertext Transfer Protocol Secure (“HTTPS”), Session InitiationProtocol (“SIP”), Simple Object Access Protocol (“SOAP”), ExtensibleMark-up Language (“XML”) and variations thereof, Simple Mail TransferProtocol (“SMTP”), Real-Time Transport Protocol (“RTP”), User DatagramProtocol (“UDP”), Global System for Mobile Communications (“GSM”)technologies, Code Division Multiple Access (“CDMA”) technologies, TimeDivision Multiple Access (“TDMA”) technologies, Short Message Service(“SMS”), Multimedia Message Service (“MMS”), radio frequency (“RF”)signaling technologies, Long Term Evolution (“LTE”) technologies,wireless communication technologies, in-band and out-of-band signalingtechnologies, and other suitable communications networks andtechnologies.

The communication infrastructure 712 may include hardware, software, orboth that couples components of the computing device 700 to each other.As an example and not by way of limitation, the communicationinfrastructure 712 may include an Accelerated Graphics Port (AGP) orother graphics bus, an Enhanced Industry Standard Architecture (EISA)bus, a front-side bus (FSB), a HYPERTRANSPORT (HT) interconnect, anIndustry Standard Architecture (ISA) bus, an INFINIBAND interconnect, alow-pin-count (LPC) bus, a memory bus, a Micro Channel Architecture(MCA) bus, a Peripheral Component Interconnect (PCI) bus, a PCI-Express(PCIe) bus, a serial advanced technology attachment (SATA) bus, a VideoElectronics Standards Association local (VLB) bus, or another suitablebus or a combination thereof.

As mentioned above, the system 100 can comprise a social networkingsystem. A social networking system may enable its users (such as personsor organizations) to interact with the system and with each other. Thesocial networking system may, with input from a user, create and storein the social networking system a user profile associated with the user.The user profile may include demographic information,communication-channel information, and information on personal interestsof the user. The social networking system may also, with input from auser, create and store a record of relationships of the user with otherusers of the social networking system, as well as provide services(e.g., posts, photo-sharing, video-sharing, event organization,messaging, games, or advertisements) to facilitate social interactionbetween or among users.

The social networking system may store records of users andrelationships between users in a social graph comprising a plurality ofnodes and a plurality of edges connecting the nodes. The nodes maycomprise a plurality of user nodes and a plurality of concept nodes. Auser node of the social graph may correspond to a user of the socialnetworking system. A user may be an individual (human user), an entity(e.g., an enterprise, business, or third party application), or a group(e.g., of individuals or entities). A user node corresponding to a usermay comprise information provided by the user and information gatheredby various systems, including the social networking system.

For example, the user may provide his or her name, profile picture, cityof residence, contact information, birth date, gender, marital status,family status, employment, educational background, preferences,interests, and other demographic information to be included in the usernode. Each user node of the social graph may have a corresponding webpage (typically known as a profile page). In response to a requestincluding a user name, the social networking system can access a usernode corresponding to the user name, and construct a profile pageincluding the name, a profile picture, and other information associatedwith the user. A profile page of a first user may display to a seconduser all or a portion of the first user's information based on one ormore privacy settings by the first user and the relationship between thefirst user and the second user.

A concept node may correspond to a concept of the social networkingsystem. For example, a concept can represent a real-world entity, suchas a movie, a song, a sports team, a celebrity, a group, a restaurant,or a place or a location. An administrative user of a concept nodecorresponding to a concept may create or update the concept node byproviding information of the concept (e.g., by filling out an onlineform), causing the social networking system to associate the informationwith the concept node. For example and without limitation, informationassociated with a concept can include a name or a title, one or moreimages (e.g., an image of cover page of a book), a web site (e.g., anURL address) or contact information (e.g., a phone number, an emailaddress). Each concept node of the social graph may correspond to a webpage. For example, in response to a request including a name, the socialnetworking system can access a concept node corresponding to the name,and construct a web page including the name and other informationassociated with the concept.

An edge between a pair of nodes may represent a relationship between thepair of nodes. For example, an edge between two user nodes can representa friendship between two users. For another example, the socialnetworking system may construct a web page (or a structured document) ofa concept node (e.g., a restaurant, a celebrity), incorporating one ormore selectable option or selectable elements (e.g., “like”, “check in”)in the web page. A user can access the page using a web browser hostedby the user's client device and select a selectable option or selectableelement, causing the client device to transmit to the social networkingsystem a request to create an edge between a user node of the user and aconcept node of the concept, indicating a relationship between the userand the concept (e.g., the user checks in a restaurant, or the user“likes” a celebrity).

As an example, a user may provide (or change) his or her city ofresidence, causing the social networking system to create an edgebetween a user node corresponding to the user and a concept nodecorresponding to the city declared by the user as his or her city ofresidence. In addition, the degree of separation between any two nodesis defined as the minimum number of hops required to traverse the socialgraph from one node to the other. A degree of separation between twonodes can be considered a measure of relatedness between the users orthe concepts represented by the two nodes in the social graph. Forexample, two users having user nodes that are directly connected by anedge (i.e., are first-degree nodes) may be described as “connectedusers” or “friends.” Similarly, two users having user nodes that areconnected only through another user node (i.e., are second-degree nodes)may be described as “friends of friends.”

A social networking system may support a variety of applications, suchas photo sharing, on-line calendars and events, gaming, instantmessaging, and advertising. For example, the social networking systemmay also include media sharing capabilities. Also, the social networkingsystem may allow users to post photographs and other multimedia contentitems to a user's profile page (typically known as “wall posts” or“timeline posts”) or in a photo album, both of which may be accessibleto other users of the social networking system depending upon the user'sconfigured privacy settings. The social networking system may also allowusers to configure events. For example, a first user may configure anevent with attributes including time and date of the event, location ofthe event and other users invited to the event. The invited users mayreceive invitations to the event and respond (such as by accepting theinvitation or declining it). Furthermore, the social networking systemmay allow users to maintain a personal calendar. Similarly to events,the calendar entries may include times, dates, locations and identitiesof other users.

FIG. 8 illustrates an example network environment 800 of a socialnetworking system. Network environment 800 includes a client system 806,a social networking system 802, and a third-party system 808 connectedto each other by a network 804. Although FIG. 8 illustrates a particulararrangement of client system 806, social networking system 802,third-party system 808, and network 804, this disclosure contemplatesany suitable arrangement of client system 806, social networking system802, third-party system 808, and network 804. As an example and not byway of limitation, two or more of client system 806, social networkingsystem 802, and third-party system 808 may be connected to each otherdirectly, bypassing network 804. As another example, two or more ofclient system 806, social networking system 802, and third-party system808 may be physically or logically co-located with each other in wholeor in part. Moreover, although FIG. 8 illustrates a particular number ofclient systems 806, social networking systems 802, third-party systems808, and networks 804, this disclosure contemplates any suitable numberof client systems 806, social networking systems 802, third-partysystems 808, and networks 804. As an example and not by way oflimitation, network environment 800 may include multiple client system806, social networking systems 802, third-party systems 808, andnetworks 804.

This disclosure contemplates any suitable network 804. As an example andnot by way of limitation, one or more portions of network 804 mayinclude an ad hoc network, an intranet, an extranet, a virtual privatenetwork (VPN), a local area network (LAN), a wireless LAN (WLAN), a widearea network (WAN), a wireless WAN (WWAN), a metropolitan area network(MAN), a portion of the Internet, a portion of the Public SwitchedTelephone Network (PSTN), a cellular telephone network, or a combinationof two or more of these. Network 804 may include one or more networks804.

Links may connect client system 806, social networking system 802, andthird-party system 808 to communication network 804 or to each other.This disclosure contemplates any suitable links. In particularembodiments, one or more links include one or more wireline (such as forexample Digital Subscriber Line (DSL) or Data Over Cable ServiceInterface Specification (DOCSIS)), wireless (such as for example Wi-Fior Worldwide Interoperability for Microwave Access (WiMAX)), or optical(such as for example Synchronous Optical Network (SONET) or SynchronousDigital Hierarchy (SDH)) links. In particular embodiments, one or morelinks each include an ad hoc network, an intranet, an extranet, a VPN, aLAN, a WLAN, a WAN, a WWAN, a MAN, a portion of the Internet, a portionof the PSTN, a cellular technology-based network, a satellitecommunications technology-based network, another link, or a combinationof two or more such links. Links need not necessarily be the samethroughout network environment 800. One or more first links may differin one or more respects from one or more second links.

In particular embodiments, client system 806 may be an electronic deviceincluding hardware, software, or embedded logic components or acombination of two or more such components and capable of carrying outthe appropriate functionalities implemented or supported by clientsystem 806. As an example and not by way of limitation, a client system806 may include a computer system such as a desktop computer, notebookor laptop computer, netbook, a tablet computer, e-book reader, GPSdevice, camera, personal digital assistant (PDA), handheld electronicdevice, cellular telephone, smartphone, other suitable electronicdevice, or any suitable combination thereof. This disclosurecontemplates any suitable client systems 806. A client system 806 mayenable a network user at client system 806 to access network 804. Aclient system 806 may enable its user to communicate with other users atother client systems 806.

In particular embodiments, client system 806 may include a web browser,such as MICROSOFT INTERNET EXPLORER, GOOGLE CHROME or MOZILLA FIREFOX,and may have one or more add-ons, plug-ins, or other extensions, such asTOOLBAR or YAHOO TOOLBAR. A user at client system 806 may enter aUniform Resource Locator (URL) or other address directing the webbrowser to a particular server (such as server, or a server associatedwith a third-party system 808), and the web browser may generate a HyperText Transfer Protocol (HTTP) request and communicate the HTTP requestto server. The server may accept the HTTP request and communicate toclient system 806 one or more Hyper Text Markup Language (HTML) filesresponsive to the HTTP request. Client system 806 may render a webpagebased on the HTML files from the server for presentation to the user.This disclosure contemplates any suitable webpage files. As an exampleand not by way of limitation, webpages may render from HTML files,Extensible Hyper Text Markup Language (XHTML) files, or ExtensibleMarkup Language (XML) files, according to particular needs. Such pagesmay also execute scripts such as, for example and without limitation,those written in JAVASCRIPT, JAVA, MICROSOFT SILVERLIGHT, combinationsof markup language and scripts such as AJAX (Asynchronous JAVASCRIPT andXML), and the like. Herein, reference to a webpage encompasses one ormore corresponding webpage files (which a browser may use to render thewebpage) and vice versa, where appropriate.

In particular embodiments, social networking system 802 may be anetwork-addressable computing system that can host an online socialnetwork. Social networking system 802 may generate, store, receive, andsend social-networking data, such as, for example, user-profile data,concept-profile data, social-graph information, or other suitable datarelated to the online social network. Social networking system 802 maybe accessed by the other components of network environment 800 eitherdirectly or via network 804. In particular embodiments, socialnetworking system 802 may include one or more servers. Each server maybe a unitary server or a distributed server spanning multiple computersor multiple datacenters. Servers may be of various types, such as, forexample and without limitation, web server, news server, mail server,message server, advertising server, file server, application server,exchange server, database server, proxy server, another server suitablefor performing functions or processes described herein, or anycombination thereof. In particular embodiments, each server may includehardware, software, or embedded logic components or a combination of twoor more such components for carrying out the appropriate functionalitiesimplemented or supported by server. In particular embodiments, socialnetworking system 802 may include one or more data stores. Data storesmay be used to store various types of information. In particularembodiments, the information stored in data stores may be organizedaccording to specific data structures. In particular embodiments, eachdata store may be a relational, columnar, correlation, or other suitabledatabase. Although this disclosure describes or illustrates particulartypes of databases, this disclosure contemplates any suitable types ofdatabases. Particular embodiments may provide interfaces that enable aclient system 806, a social networking system 802, or a third-partysystem 808 to manage, retrieve, modify, add, or delete, the informationstored in data store.

In particular embodiments, social networking system 802 may store one ormore social graphs in one or more data stores. In particularembodiments, a social graph may include multiple nodes—which may includemultiple user nodes (each corresponding to a particular user) ormultiple concept nodes (each corresponding to a particular concept)—andmultiple edges connecting the nodes. Social networking system 802 mayprovide users of the online social network the ability to communicateand interact with other users. In particular embodiments, users may jointhe online social network via social networking system 802 and then addconnections (e.g., relationships) to a number of other users of socialnetworking system 802 whom they want to be connected to. Herein, theterm “friend” may refer to any other user of social networking system802 with whom a user has formed a connection, association, orrelationship via social networking system 802.

In particular embodiments, social networking system 802 may provideusers with the ability to take actions on various types of items orobjects, supported by social networking system 802. As an example andnot by way of limitation, the items and objects may include groups orsocial networks to which users of social networking system 802 maybelong, events or calendar entries in which a user might be interested,computer-based applications that a user may use, transactions that allowusers to buy or sell items via the service, interactions withadvertisements that a user may perform, or other suitable items orobjects. A user may interact with anything that is capable of beingrepresented in social networking system 802 or by an external system ofthird-party system 808, which is separate from social networking system802 and coupled to social networking system 802 via a network 804.

In particular embodiments, social networking system 802 may be capableof linking a variety of entities. As an example and not by way oflimitation, social networking system 802 may enable users to interactwith each other as well as receive content from third-party systems 808or other entities, or to allow users to interact with these entitiesthrough an application programming interfaces (API) or othercommunication channels.

In particular embodiments, a third-party system 808 may include one ormore types of servers, one or more data stores, one or more interfaces,including but not limited to APIs, one or more web services, one or morecontent sources, one or more networks, or any other suitable components,e.g., that servers may communicate with. A third-party system 808 may beoperated by a different entity from an entity operating socialnetworking system 802. In particular embodiments, however, socialnetworking system 802 and third-party systems 808 may operate inconjunction with each other to provide social-networking services tousers of social networking system 802 or third-party systems 808. Inthis sense, social networking system 802 may provide a platform, orbackbone, which other systems, such as third-party systems 808, may useto provide social-networking services and functionality to users acrossthe Internet.

In particular embodiments, a third-party system 808 may include athird-party content object provider. A third-party content objectprovider may include one or more sources of content objects, which maybe communicated to a client system 806. As an example and not by way oflimitation, content objects may include information regarding things oractivities of interest to the user, such as, for example, movie showtimes, movie reviews, restaurant reviews, restaurant menus, productinformation and reviews, or other suitable information. As anotherexample and not by way of limitation, content objects may includeincentive content objects, such as coupons, discount tickets, giftcertificates, or other suitable incentive objects.

In particular embodiments, social networking system 802 also includesuser-generated content objects, which may enhance a user's interactionswith social networking system 802. User-generated content may includeanything a user can add, upload, send, or “post” to social networkingsystem 802. As an example and not by way of limitation, a usercommunicates posts to social networking system 802 from a client system806. Posts may include data such as status updates or other textualdata, location information, photos, videos, links, music or othersimilar data or media. Content may also be added to social networkingsystem 802 by a third-party through a “communication channel,” such as anewsfeed or stream.

In particular embodiments, social networking system 802 may include avariety of servers, sub-systems, programs, modules, logs, and datastores. In particular embodiments, social networking system 802 mayinclude one or more of the following: a web server, action logger,API-request server, relevance-and-ranking engine, content-objectclassifier, notification controller, action log,third-party-content-object-exposure log, inference module,authorization/privacy server, search module, advertisement-targetingmodule, user-interface module, user-profile store, connection store,third-party content store, or location store. Social networking system802 may also include suitable components such as network interfaces,security mechanisms, load balancers, failover servers,management-and-network-operations consoles, other suitable components,or any suitable combination thereof. In particular embodiments, socialnetworking system 802 may include one or more user-profile stores forstoring user profiles. A user profile may include, for example,biographic information, demographic information, behavioral information,social information, or other types of descriptive information, such aswork experience, educational history, hobbies or preferences, interests,affinities, or location. Interest information may include interestsrelated to one or more categories. Categories may be general orspecific. As an example and not by way of limitation, if a user “likes”an article about a brand of shoes the category may be the brand, or thegeneral category of “shoes” or “clothing.” A connection store may beused for storing connection information about users. The connectioninformation may indicate users who have similar or common workexperience, group memberships, hobbies, educational history, or are inany way related or share common attributes. The connection informationmay also include user-defined connections between different users andcontent (both internal and external). A web server may be used forlinking social networking system 802 to one or more client systems 806or one or more third-party system 808 via network 804. The web servermay include a mail server or other messaging functionality for receivingand routing messages between social networking system 802 and one ormore client systems 806. An API-request server may allow a third-partysystem 808 to access information from social networking system 802 bycalling one or more APIs. An action logger may be used to receivecommunications from a web server about a user's actions on or off socialnetworking system 802. In conjunction with the action log, athird-party-content-object log may be maintained of user exposures tothird-party-content objects. A notification controller may provideinformation regarding content objects to a client system 806.Information may be pushed to a client system 806 as notifications, orinformation may be pulled from client system 806 responsive to a requestreceived from client system 806. Authorization servers may be used toenforce one or more privacy settings of the users of social networkingsystem 802. A privacy setting of a user determines how particularinformation associated with a user can be shared. The authorizationserver may allow users to opt in to or opt out of having their actionslogged by social networking system 802 or shared with other systems(e.g., third-party system 808), such as, for example, by settingappropriate privacy settings. Third-party-content-object stores may beused to store content objects received from third parties, such as athird-party system 808. Location stores may be used for storing locationinformation received from client systems 806 associated with users.Advertisement-pricing modules may combine social information, thecurrent time, location information, or other suitable information toprovide relevant advertisements, in the form of notifications, to auser.

FIG. 9 illustrates example social graph 900. In particular embodiments,social networking system 802 may store one or more social graphs 900 inone or more data stores. In particular embodiments, social graph 900 mayinclude multiple nodes—which may include multiple user nodes 902 ormultiple concept nodes 904—and multiple edges 906 connecting the nodes.Example social graph 900 illustrated in FIG. 9 is shown, for didacticpurposes, in a two-dimensional visual map representation. In particularembodiments, a social networking system 802, client system 806, orthird-party system 808 may access social graph 900 and relatedsocial-graph information for suitable applications. The nodes and edgesof social graph 900 may be stored as data objects, for example, in adata store (such as a social-graph database). Such a data store mayinclude one or more searchable or query able indexes of nodes or edgesof social graph 900.

In particular embodiments, a user node 902 may correspond to a user ofsocial networking system 802. As an example and not by way oflimitation, a user may be an individual (human user), an entity (e.g.,an enterprise, business, or third-party application), or a group (e.g.,of individuals or entities) that interacts or communicates with or oversocial networking system 802. In particular embodiments, when a userregisters for an account with social networking system 802, socialnetworking system 802 may create a user node 902 corresponding to theuser, and store the user node 902 in one or more data stores. Users anduser nodes 902 described herein may, where appropriate, refer toregistered users and user nodes 902 associated with registered users. Inaddition or as an alternative, users and user nodes 902 described hereinmay, where appropriate, refer to users that have not registered withsocial networking system 802. In particular embodiments, a user node 902may be associated with information provided by a user or informationgathered by various systems, including social networking system 802. Asan example and not by way of limitation, a user may provide his or hername, profile picture, contact information, birth date, sex, maritalstatus, family status, employment, education background, preferences,interests, or other demographic information. In particular embodiments,a user node 902 may be associated with one or more data objectscorresponding to information associated with a user. In particularembodiments, a user node 902 may correspond to one or more webpages.

In particular embodiments, a concept node 904 may correspond to aconcept. As an example and not by way of limitation, a concept maycorrespond to a place (such as, for example, a movie theater,restaurant, landmark, or city); a website (such as, for example, awebsite associated with social-network system 802 or a third-partywebsite associated with a web-application server); an entity (such as,for example, a person, business, group, sports team, or celebrity); aresource (such as, for example, an audio file, video file, digitalphoto, text file, structured document, or application) which may belocated within social networking system 802 or on an external server,such as a web-application server; real or intellectual property (suchas, for example, a sculpture, painting, movie, game, song, idea,photograph, or written work); a game; an activity; an idea or theory;another suitable concept; or two or more such concepts. A concept node904 may be associated with information of a concept provided by a useror information gathered by various systems, including social networkingsystem 802. As an example and not by way of limitation, information of aconcept may include a name or a title; one or more images (e.g., animage of the cover page of a book); a location (e.g., an address or ageographical location); a website (which may be associated with a URL);contact information (e.g., a phone number or an email address); othersuitable concept information; or any suitable combination of suchinformation. In particular embodiments, a concept node 904 may beassociated with one or more data objects corresponding to informationassociated with concept node 904. In particular embodiments, a conceptnode 904 may correspond to one or more webpages.

In particular embodiments, a node in social graph 900 may represent orbe represented by a webpage (which may be referred to as a “profilepage”). Profile pages may be hosted by or accessible to socialnetworking system 802. Profile pages may also be hosted on third-partywebsites associated with a third-party server 908. As an example and notby way of limitation, a profile page corresponding to a particularexternal webpage may be the particular external webpage and the profilepage may correspond to a particular concept node 904. Profile pages maybe viewable by all or a selected subset of other users. As an exampleand not by way of limitation, a user node 902 may have a correspondinguser-profile page in which the corresponding user may add content, makedeclarations, or otherwise express himself or herself. As anotherexample and not by way of limitation, a concept node 904 may have acorresponding concept-profile page in which one or more users may addcontent, make declarations, or express themselves, particularly inrelation to the concept corresponding to concept node 904.

In particular embodiments, a concept node 904 may represent athird-party webpage or resource hosted by a third-party system 808. Thethird-party webpage or resource may include, among other elements,content, a selectable or other icon, or other inter-actable object(which may be implemented, for example, in JavaScript, AJAX, or PHPcodes) representing an action or activity. As an example and not by wayof limitation, a third-party webpage may include a selectable icon suchas “like,” “check in,” “eat,” “recommend,” or another suitable action oractivity. A user viewing the third-party webpage may perform an actionby selecting one of the icons (e.g., “eat”), causing a client system 806to send to social networking system 802 a message indicating the user'saction. In response to the message, social networking system 802 maycreate an edge (e.g., an “eat” edge) between a user node 902corresponding to the user and a concept node 904 corresponding to thethird-party webpage or resource and store edge 906 in one or more datastores.

In particular embodiments, a pair of nodes in social graph 900 may beconnected to each other by one or more edges 906. An edge 906 connectinga pair of nodes may represent a relationship between the pair of nodes.In particular embodiments, an edge 906 may include or represent one ormore data objects or attributes corresponding to the relationshipbetween a pair of nodes. As an example and not by way of limitation, afirst user may indicate that a second user is a “friend” of the firstuser. In response to this indication, social networking system 802 maysend a “friend request” to the second user. If the second user confirmsthe “friend request,” social networking system 802 may create an edge906 connecting the first user's user node 902 to the second user's usernode 902 in social graph 900 and store edge 906 as social-graphinformation in one or more of data stores. In the example of FIG. 9,social graph 900 includes an edge 906 indicating a friend relationbetween user nodes 902 of user “A” and user “B” and an edge indicating afriend relation between user nodes 902 of user “C” and user “B.”Although this disclosure describes or illustrates particular edges 906with particular attributes connecting particular user nodes 902, thisdisclosure contemplates any suitable edges 906 with any suitableattributes connecting user nodes 902. As an example and not by way oflimitation, an edge 906 may represent a friendship, family relationship,business or employment relationship, fan relationship, followerrelationship, visitor relationship, sub scriber relationship,superior/subordinate relationship, reciprocal relationship,non-reciprocal relationship, another suitable type of relationship, ortwo or more such relationships. Moreover, although this disclosuregenerally describes nodes as being connected, this disclosure alsodescribes users or concepts as being connected. Herein, references tousers or concepts being connected may, where appropriate, refer to thenodes corresponding to those users or concepts being connected in socialgraph 900 by one or more edges 906.

In particular embodiments, an edge 906 between a user node 902 and aconcept node 904 may represent a particular action or activity performedby a user associated with user node 902 toward a concept associated witha concept node 904. As an example and not by way of limitation, asillustrated in FIG. 9, a user may “like,” “attended,” “played,”“listened,” “cooked,” “worked at,” or “watched” a concept, each of whichmay correspond to a edge type or subtype. A concept-profile pagecorresponding to a concept node 904 may include, for example, aselectable “check in” icon (such as, for example, a clickable “check in”icon) or a selectable “add to favorites” icon. Similarly, after a userclicks these icons, social networking system 802 may create a “favorite”edge or a “check in” edge in response to a user's action correspondingto a respective action. As another example and not by way of limitation,a user (user “C”) may listen to a particular song (“Ramble On”) using aparticular application (SPOTIFY, which is an online music application).In this case, social networking system 802 may create a “listened” edge906 and a “used” edge (as illustrated in FIG. 9) between user nodes 902corresponding to the user and concept nodes 904 corresponding to thesong and application to indicate that the user listened to the song andused the application. Moreover, social networking system 802 may createa “played” edge 906 (as illustrated in FIG. 9) between concept nodes 904corresponding to the song and the application to indicate that theparticular song was played by the particular application. In this case,“played” edge 906 corresponds to an action performed by an externalapplication (SPOTIFY) on an external audio file (the song “Imagine”).Although this disclosure describes particular edges 906 with particularattributes connecting user nodes 902 and concept nodes 904, thisdisclosure contemplates any suitable edges 906 with any suitableattributes connecting user nodes 902 and concept nodes 904. Moreover,although this disclosure describes edges between a user node 902 and aconcept node 904 representing a single relationship, this disclosurecontemplates edges between a user node 902 and a concept node 904representing one or more relationships. As an example and not by way oflimitation, an edge 906 may represent both that a user likes and hasused at a particular concept. Alternatively, another edge 906 mayrepresent each type of relationship (or multiples of a singlerelationship) between a user node 902 and a concept node 904 (asillustrated in FIG. 9 between user node 902 for user “E” and conceptnode 904 for “SPOTIFY”).

In particular embodiments, social networking system 802 may create anedge 906 between a user node 902 and a concept node 904 in social graph900. As an example and not by way of limitation, a user viewing aconcept-profile page (such as, for example, by using a web browser or aspecial-purpose application hosted by the user's client system 806) mayindicate that he or she likes the concept represented by the conceptnode 904 by clicking or selecting a “Like” icon, which may cause theuser's client system 806 to send to social networking system 802 amessage indicating the user's liking of the concept associated with theconcept-profile page. In response to the message, social networkingsystem 802 may create an edge 906 between user node 902 associated withthe user and concept node 904, as illustrated by “like” edge 906 betweenthe user and concept node 904. In particular embodiments, socialnetworking system 802 may store an edge 906 in one or more data stores.In particular embodiments, an edge 906 may be automatically formed bysocial networking system 802 in response to a particular user action. Asan example and not by way of limitation, if a first user uploads apicture, watches a movie, or listens to a song, an edge 906 may beformed between user node 902 corresponding to the first user and conceptnodes 904 corresponding to those concepts. Although this disclosuredescribes forming particular edges 906 in particular manners, thisdisclosure contemplates forming any suitable edges 906 in any suitablemanner.

In particular embodiments, an advertisement may be text (which may beHTML-linked), one or more images (which may be HTML-linked), one or morevideos, audio, one or more ADOBE FLASH files, a suitable combination ofthese, or any other suitable advertisement in any suitable digitalformat presented on one or more webpages, in one or more e-mails, or inconnection with search results requested by a user. In addition or as analternative, an advertisement may be one or more sponsored stories(e.g., a newsfeed or ticker item on social networking system 802). Asponsored story may be a social action by a user (such as “liking” apage, “liking” or commenting on a post on a page, RSVPing to an eventassociated with a page, voting on a question posted on a page, checkingin to a place, using an application or playing a game, or “liking” orsharing a website) that an advertiser promotes, for example, by havingthe social action presented within a pre-determined area of a profilepage of a user or other page, presented with additional informationassociated with the advertiser, bumped up or otherwise highlightedwithin newsfeeds or tickers of other users, or otherwise promoted. Theadvertiser may pay to have the social action promoted. As an example andnot by way of limitation, advertisements may be included among thesearch results of a search-results page, where sponsored content ispromoted over non-sponsored content.

In particular embodiments, an advertisement may be requested for displaywithin social-networking-system webpages, third-party webpages, or otherpages. An advertisement may be displayed in a dedicated portion of apage, such as in a banner area at the top of the page, in a column atthe side of the page, in a GUI of the page, in a pop-up window, in adrop-down menu, in an input field of the page, over the top of contentof the page, or elsewhere with respect to the page. In addition or as analternative, an advertisement may be displayed within an application. Anadvertisement may be displayed within dedicated pages, requiring theuser to interact with or watch the advertisement before the user mayaccess a page or utilize an application. The user may, for example viewthe advertisement through a web browser.

A user may interact with an advertisement in any suitable manner. Theuser may click or otherwise select the advertisement. By selecting theadvertisement, the user may be directed to (or a browser or otherapplication being used by the user) a page associated with theadvertisement. At the page associated with the advertisement, the usermay take additional actions, such as purchasing a product or serviceassociated with the advertisement, receiving information associated withthe advertisement, or subscribing to a newsletter associated with theadvertisement. An advertisement with audio or video may be played byselecting a component of the advertisement (like a “play button”).Alternatively, by selecting the advertisement, social networking system802 may execute or modify a particular action of the user.

An advertisement may also include social-networking-system functionalitythat a user may interact with. As an example and not by way oflimitation, an advertisement may enable a user to “like” or otherwiseendorse the advertisement by selecting an icon or link associated withendorsement. As another example and not by way of limitation, anadvertisement may enable a user to search (e.g., by executing a query)for content related to the advertiser. Similarly, a user may share theadvertisement with another user (e.g., through social networking system802) or RSVP (e.g., through social networking system 802) to an eventassociated with the advertisement. In addition or as an alternative, anadvertisement may include social-networking-system context directed tothe user. As an example and not by way of limitation, an advertisementmay display information about a friend of the user within socialnetworking system 802 who has taken an action associated with thesubject matter of the advertisement.

In particular embodiments, social networking system 802 may determinethe social-graph affinity (which may be referred to herein as“affinity”) of various social-graph entities for each other. Affinitymay represent the strength of a relationship or level of interestbetween particular objects associated with the online social network,such as users, concepts, content, actions, advertisements, other objectsassociated with the online social network, or any suitable combinationthereof. Affinity may also be determined with respect to objectsassociated with third-party systems 908 or other suitable systems. Anoverall affinity for a social-graph entity for each user, subjectmatter, or type of content may be established. The overall affinity maychange based on continued monitoring of the actions or relationshipsassociated with the social-graph entity. Although this disclosuredescribes determining particular affinities in a particular manner, thisdisclosure contemplates determining any suitable affinities in anysuitable manner.

In particular embodiments, social networking system 802 may measure orquantify social-graph affinity using an affinity coefficient (which maybe referred to herein as “coefficient”). The coefficient may representor quantify the strength of a relationship between particular objectsassociated with the online social network. The coefficient may alsorepresent a probability or function that measures a predictedprobability that a user will perform a particular action based on theuser's interest in the action. In this way, a user's future actions maybe predicted based on the user's prior actions, where the coefficientmay be calculated at least in part the history of the user's actions.Coefficients may be used to predict any number of actions, which may bewithin or outside of the online social network. As an example and not byway of limitation, these actions may include various types ofcommunications, such as sending messages, posting content, or commentingon content; various types of a observation actions, such as accessing orviewing profile pages, media, or other suitable content; various typesof coincidence information about two or more social-graph entities, suchas being in the same group, tagged in the same photograph, checked-in atthe same location, or attending the same event; or other suitableactions. Although this disclosure describes measuring affinity in aparticular manner, this disclosure contemplates measuring affinity inany suitable manner.

In particular embodiments, social networking system 802 may use avariety of factors to calculate a coefficient. These factors mayinclude, for example, user actions, types of relationships betweenobjects, location information, other suitable factors, or anycombination thereof. In particular embodiments, different factors may beweighted differently when calculating the coefficient. The weights foreach factor may be static or the weights may change according to, forexample, the user, the type of relationship, the type of action, theuser's location, and so forth. Ratings for the factors may be combinedaccording to their weights to determine an overall coefficient for theuser. As an example and not by way of limitation, particular useractions may be assigned both a rating and a weight while a relationshipassociated with the particular user action is assigned a rating and acorrelating weight (e.g., so the weights total 100%). To calculate thecoefficient of a user towards a particular object, the rating assignedto the user's actions may comprise, for example, 60% of the overallcoefficient, while the relationship between the user and the object maycomprise 40% of the overall coefficient. In particular embodiments, thesocial networking system 802 may consider a variety of variables whendetermining weights for various factors used to calculate a coefficient,such as, for example, the time since information was accessed, decayfactors, frequency of access, relationship to information orrelationship to the object about which information was accessed,relationship to social-graph entities connected to the object, short- orlong-term averages of user actions, user feedback, other suitablevariables, or any combination thereof. As an example and not by way oflimitation, a coefficient may include a decay factor that causes thestrength of the signal provided by particular actions to decay withtime, such that more recent actions are more relevant when calculatingthe coefficient. The ratings and weights may be continuously updatedbased on continued tracking of the actions upon which the coefficient isbased. Any type of process or algorithm may be employed for assigning,combining, averaging, and so forth the ratings for each factor and theweights assigned to the factors. In particular embodiments, socialnetworking system 802 may determine coefficients using machine-learningalgorithms trained on historical actions and past user responses, ordata farmed from users by exposing them to various options and measuringresponses. Although this disclosure describes calculating coefficientsin a particular manner, this disclosure contemplates calculatingcoefficients in any suitable manner.

In particular embodiments, social networking system 802 may calculate acoefficient based on a user's actions. Social networking system 802 maymonitor such actions on the online social network, on a third-partysystem 808, on other suitable systems, or any combination thereof. Anysuitable type of user actions may be tracked or monitored. Typical useractions include viewing profile pages, creating or posting content,interacting with content, joining groups, listing and confirmingattendance at events, checking-in at locations, liking particular pages,creating pages, and performing other tasks that facilitate socialaction. In particular embodiments, social networking system 802 maycalculate a coefficient based on the user's actions with particulartypes of content. The content may be associated with the online socialnetwork, a third-party system 808, or another suitable system. Thecontent may include users, profile pages, posts, news stories,headlines, instant messages, chat room conversations, emails,advertisements, pictures, video, music, other suitable objects, or anycombination thereof. Social networking system 802 may analyze a user'sactions to determine whether one or more of the actions indicate anaffinity for subject matter, content, other users, and so forth. As anexample and not by way of limitation, if a user may make frequentlyposts content related to “coffee” or variants thereof, social networkingsystem 802 may determine the user has a high coefficient with respect tothe concept “coffee”. Particular actions or types of actions may beassigned a higher weight and/or rating than other actions, which mayaffect the overall calculated coefficient. As an example and not by wayof limitation, if a first user emails a second user, the weight or therating for the action may be higher than if the first user simply viewsthe user-profile page for the second user.

In particular embodiments, social networking system 802 may calculate acoefficient based on the type of relationship between particularobjects. Referencing the social graph 900, social networking system 802may analyze the number and/or type of edges 906 connecting particularuser nodes 902 and concept nodes 904 when calculating a coefficient. Asan example and not by way of limitation, user nodes 902 that areconnected by a spouse-type edge (representing that the two users aremarried) may be assigned a higher coefficient than a user node 902 thatare connected by a friend-type edge. In other words, depending upon theweights assigned to the actions and relationships for the particularuser, the overall affinity may be determined to be higher for contentabout the user's spouse than for content about the user's friend. Inparticular embodiments, the relationships a user has with another objectmay affect the weights and/or the ratings of the user's actions withrespect to calculating the coefficient for that object. As an exampleand not by way of limitation, if a user is tagged in first photo, butmerely likes a second photo, social networking system 802 may determinethat the user has a higher coefficient with respect to the first photothan the second photo because having a tagged-in-type relationship withcontent may be assigned a higher weight and/or rating than having alike-type relationship with content. In particular embodiments, socialnetworking system 802 may calculate a coefficient for a first user basedon the relationship one or more second users have with a particularobject. In other words, the connections and coefficients other usershave with an object may affect the first user's coefficient for theobject. As an example and not by way of limitation, if a first user isconnected to or has a high coefficient for one or more second users, andthose second users are connected to or have a high coefficient for aparticular object, social networking system 802 may determine that thefirst user should also have a relatively high coefficient for theparticular object. In particular embodiments, the coefficient may bebased on the degree of separation between particular objects. The lowercoefficient may represent the decreasing likelihood that the first userwill share an interest in content objects of the user that is indirectlyconnected to the first user in the social graph 900. As an example andnot by way of limitation, social-graph entities that are closer in thesocial graph 900 (i.e., fewer degrees of separation) may have a highercoefficient than entities that are further apart in the social graph900.

In particular embodiments, social networking system 802 may calculate acoefficient based on location information. Objects that aregeographically closer to each other may be considered to be morerelated, or of more interest, to each other than more distant objects.In particular embodiments, the coefficient of a user towards aparticular object may be based on the proximity of the object's locationto a current location associated with the user (or the location of aclient system 806 of the user). A first user may be more interested inother users or concepts that are closer to the first user. As an exampleand not by way of limitation, if a user is one mile from an airport andtwo miles from a gas station, social networking system 802 may determinethat the user has a higher coefficient for the airport than the gasstation based on the proximity of the airport to the user.

In particular embodiments, social networking system 802 may performparticular actions with respect to a user based on coefficientinformation. Coefficients may be used to predict whether a user willperform a particular action based on the user's interest in the action.A coefficient may be used when generating or presenting any type ofobjects to a user, such as advertisements, search results, news stories,media, messages, notifications, or other suitable objects. Thecoefficient may also be utilized to rank and order such objects, asappropriate. In this way, social networking system 802 may provideinformation that is relevant to user's interests and currentcircumstances, increasing the likelihood that they will find suchinformation of interest. In particular embodiments, social networkingsystem 802 may generate content based on coefficient information.Content objects may be provided or selected based on coefficientsspecific to a user. As an example and not by way of limitation, thecoefficient may be used to generate media for the user, where the usermay be presented with media for which the user has a high overallcoefficient with respect to the media object. As another example and notby way of limitation, the coefficient may be used to generateadvertisements for the user, where the user may be presented withadvertisements for which the user has a high overall coefficient withrespect to the advertised object. In particular embodiments, socialnetworking system 802 may generate search results based on coefficientinformation. Search results for a particular user may be scored orranked based on the coefficient associated with the search results withrespect to the querying user. As an example and not by way oflimitation, search results corresponding to objects with highercoefficients may be ranked higher on a search-results page than resultscorresponding to objects having lower coefficients.

In particular embodiments, social networking system 802 may calculate acoefficient in response to a request for a coefficient from a particularsystem or process. To predict the likely actions a user may take (or maybe the subject of) in a given situation, any process may request acalculated coefficient for a user. The request may also include a set ofweights to use for various factors used to calculate the coefficient.This request may come from a process running on the online socialnetwork, from a third-party system 808 (e.g., via an API or othercommunication channel), or from another suitable system. In response tothe request, social networking system 802 may calculate the coefficient(or access the coefficient information if it has previously beencalculated and stored). In particular embodiments, social networkingsystem 802 may measure an affinity with respect to a particular process.Different processes (both internal and external to the online socialnetwork) may request a coefficient for a particular object or set ofobjects. Social networking system 802 may provide a measure of affinitythat is relevant to the particular process that requested the measure ofaffinity. In this way, each process receives a measure of affinity thatis tailored for the different context in which the process will use themeasure of affinity.

In connection with social-graph affinity and affinity coefficients,particular embodiments may utilize one or more systems, components,elements, functions, methods, operations, or steps disclosed in U.S.patent application Ser. No. 11/503,093, filed 11 Aug. 2006, U.S. patentapplication Ser. No. 12/977,027, filed 22 Dec. 2010, U.S. patentapplication Ser. No. 12/978,265, filed 23 Dec. 2010, and U.S. patentapplication Ser. No. 13/632,869, field 1 Oct. 2012, each of which isincorporated by reference.

In particular embodiments, one or more of the content objects of theonline social network may be associated with a privacy setting. Theprivacy settings (or “access settings”) for an object may be stored inany suitable manner, such as, for example, in association with theobject, in an index on an authorization server, in another suitablemanner, or any combination thereof. A privacy setting of an object mayspecify how the object (or particular information associated with anobject) can be accessed (e.g., viewed or shared) using the online socialnetwork. Where the privacy settings for an object allow a particularuser to access that object, the object may be described as being“visible” with respect to that user. As an example and not by way oflimitation, a user of the online social network may specify privacysettings for a user-profile page identify a set of users that may accessthe work experience information on the user-profile page, thus excludingother users from accessing the information. In particular embodiments,the privacy settings may specify a “blocked list” of users that shouldnot be allowed to access certain information associated with the object.In other words, the blocked list may specify one or more users orentities for which an object is not visible. As an example and not byway of limitation, a user may specify a set of users that may not accessphotos albums associated with the user, thus excluding those users fromaccessing the photo albums (while also possibly allowing certain usersnot within the set of users to access the photo albums). In particularembodiments, privacy settings may be associated with particularsocial-graph elements. Privacy settings of a social-graph element, suchas a node or an edge, may specify how the social-graph element,information associated with the social-graph element, or content objectsassociated with the social-graph element can be accessed using theonline social network. As an example and not by way of limitation, aparticular concept node 904 corresponding to a particular photo may havea privacy setting specifying that the photo may only be accessed byusers tagged in the photo and their friends. In particular embodiments,privacy settings may allow users to opt in or opt out of having theiractions logged by social networking system 802 or shared with othersystems (e.g., third-party system 808). In particular embodiments, theprivacy settings associated with an object may specify any suitablegranularity of permitted access or denial of access. As an example andnot by way of limitation, access or denial of access may be specifiedfor particular users (e.g., only me, my roommates, and my boss), userswithin a particular degrees-of-separation (e.g., friends, orfriends-of-friends), user groups (e.g., the gaming club, my family),user networks (e.g., employees of particular employers, students oralumni of particular university), all users (“public”), no users(“private”), users of third-party systems 808, particular applications(e.g., third-party applications, external websites), other suitableusers or entities, or any combination thereof. Although this disclosuredescribes using particular privacy settings in a particular manner, thisdisclosure contemplates using any suitable privacy settings in anysuitable manner.

In particular embodiments, one or more servers may beauthorization/privacy servers for enforcing privacy settings. Inresponse to a request from a user (or other entity) for a particularobject stored in a data store, social networking system 802 may send arequest to the data store for the object. The request may identify theuser associated with the request and may only be sent to the user (or aclient system 806 of the user) if the authorization server determinesthat the user is authorized to access the object based on the privacysettings associated with the object. If the requesting user is notauthorized to access the object, the authorization server may preventthe requested object from being retrieved from the data store, or mayprevent the requested object from be sent to the user. In the searchquery context, an object may only be generated as a search result if thequerying user is authorized to access the object. In other words, theobject must have a visibility that is visible to the querying user. Ifthe object has a visibility that is not visible to the user, the objectmay be excluded from the search results. Although this disclosuredescribes enforcing privacy settings in a particular manner, thisdisclosure contemplates enforcing privacy settings in any suitablemanner.

The foregoing specification is described with reference to specificexemplary embodiments thereof. Various embodiments and aspects of thedisclosure are described with reference to details discussed herein, andthe accompanying drawings illustrate the various embodiments. Thedescription above and drawings are illustrative and are not to beconstrued as limiting. Numerous specific details are described toprovide a thorough understanding of various embodiments.

The additional or alternative embodiments may be embodied in otherspecific forms without departing from its spirit or essentialcharacteristics. The described embodiments are to be considered in allrespects only as illustrative and not restrictive. The scope of thedisclosure is, therefore, indicated by the appended claims rather thanby the foregoing description. All changes that come within the meaningand range of equivalency of the claims are to be embraced within theirscope.

What is claimed is:
 1. A method comprising: monitoring social networkingsystem activity associated with a digital video comprising monitoringinteractions with portions of the digital video; identifying, based onthe monitored social networking system activity, one or more viralportions of the digital video; and in response to identifying one ormore viral portions of the digital video, providing, during playback ofthe digital video to a social networking system user, one or moreindicators of the one or more viral portions of the digital video. 2.The method as recited in claim 1, wherein monitoring interactions withportions of the digital video comprises monitoring one or more of likesassociated with the portions of the digital video or shares associatedwith the portions of the digital video.
 3. The method as recited inclaim 1, wherein monitoring social networking system activity associatedwith the digital video further comprises monitoring comments associatedwith the digital video.
 4. The method as recited in claim 1, whereinidentifying one or more viral portions of the digital video comprises:identifying one or more video file layers associated with the digitalvideo; identifying a count, for each portion of the digital video, basedon social networking activity associated with that portion of thedigital video as indicated by the identified one or more video filelayers; determining, based on the identified count for a particularportion of the digital video being greater than a threshold amount, thatthe particular portion of the digital video is a viral portion.
 5. Themethod as recited in claim 4, further comprising determining that aparticular portion of the digital video is a viral portion based onlevels of social networking system activity associated with theparticular portion of the digital video relative to levels of socialnetworking system activity associated with other portions of the digitalvideo.
 6. The method as recited in claim 1, further comprisingidentifying, in response to determining one or more viral portions ofthe digital video, demographic information associated with the one ormore viral portions of the digital video based on demographicinformation associated with social networking system that haveinteracted with the one or more viral portions of the digital video. 7.The method as recited in claim 6, further comprising providing theidentified demographic information to one or more advertisers.
 8. Themethod as recited in claim 7, wherein the identified demographicinformation comprises age information, gender information, locationinformation, social networking activity information, and profileinformation.
 9. The method as recited in claim 1, wherein providing,during playback of the video to the social networking system user, oneor more indicators of the one or more viral portions of the digitalvideo comprises highlighting one or more portions of a playback timelinecorresponding to the one or more viral portions within a videoapplication.
 10. A system comprising: at least one processor; and atleast one non-transitory computer-readable storage medium storinginstructions thereon that, when executed by the at least one processor,cause the system to: monitor social networking system activityassociated with a digital video comprising monitoring interactions withportions of the digital video; identify, based on the monitored socialnetworking system activity, one or more viral portions of the digitalvideo; and in response to identifying one or more viral portions of thedigital video, provide, during playback of the digital video to a socialnetworking system user, one or more indicators of the one or more viralportions of the digital video.
 11. The system as recited in claim 10,wherein monitoring interactions with portions of the digital videocomprises monitoring one or more of likes associated with the portionsof the digital video or shares associated with the portions of thedigital video.
 12. The system as recited in claim 11, wherein monitoringsocial networking system activity associated with the digital videofurther comprises monitoring comments associated with the digital video.13. The system as recited in claim 12, wherein identifying one or moreviral portions of the digital video comprises: identifying one or morevideo file layers associated with the digital video; identifying acount, for each portion of the digital video, based on social networkingactivity associated with that portion of the digital video as indicatedby the identified one or more video file layers; determining, based onthe identified count for a particular portion of the digital video beinggreater than a threshold amount, that the particular portion of thedigital video is a viral portion.
 14. The system as recited in claim 13,further comprising instructions that, when executed by the at least oneprocessor, cause the system to determine that a particular portion ofthe digital video is a viral portion based on levels of socialnetworking system activity associated with the particular portion of thedigital video.
 15. The system as recited in claim 14, further comprisinginstructions that, when executed by the at least one processor, causethe system to identify, in response to determining one or more viralportions of the digital video, demographic information associated withthe one or more social networking system users.
 16. The system asrecited in claim 15, further comprising instructions that, when executedby the at least one processor, cause the system to provide theidentified demographic information to one or more advertisers.
 17. Thesystem as recited in claim 16, wherein the identified demographicinformation comprises age information, gender information, locationinformation, social networking activity information, and profileinformation.
 18. The system as recited in claim 17, wherein providing,during playback of the digital video to the social networking systemuser, one or more indicators of the one or more viral portions of thedigital video comprises highlighting one or more portions of a playbacktimeline corresponding to the one or more viral portions within a videoapplication.
 19. A non-transitory computer readable medium storinginstructions thereon that, when executed by at least one processor,cause a computer system to: monitor social networking system activityassociated with a digital video comprising monitoring interactions withportions of the digital video; identify, based on the monitored socialnetworking system activity, one or more viral portions of the digitalvideo; and in response to identifying one or more viral portions of thedigital video, provide, during playback of the digital video to a socialnetworking system user, one or more indicators of the one or more viralportions of the digital video.
 20. The non-transitory computer readablemedium as recited in claim 19, wherein identifying one or more viralportions of the digital video comprises: identifying one or more videofile layers associated with the digital video; identifying a count, foreach portion of the digital video, based on social networking activityassociated with that portion of the digital video as indicated by theidentified one or more video file layers; determining, based on theidentified count for a particular portion of the digital video beinggreater than a threshold amount, that the particular portion of thedigital video is a viral portion.